Airwick – Symphonia ad- A Symphony of Confusion
The Airwick – Symphonia ad has to rank as one of the most irritating ads that I have ever come across. You may be confused as to what caused the firm to take such a stand. But, I am sure if you see this ad you will also feel repelled by this genuinely unimaginative ad. Sorry, if I am sounding arrogant, for I believe that these days there is a growing section of ad makers who apparently believe that using animation is the first and last thing that can guarantee the publicity that companies are looking for. And they are also under the impression that that they are doing is creative. However, I beg to differ as I firmly believe that creativity is altogether a different ball game, and it is no way limited to whether you use animation or for that matter follow the conventional norms.
The Airwick – Symphonia ad is so much into animation that it forget to take note of the fact that to sell an ad they must convey the message through human voice, unless of course the images are self explanatory, which unfortunately the Airwick – Symphonia is not. The animation, where there appears to be a penguin family, definitely looks good, but since it has an obligation to persuade the viewers that alone is not enough. To start off, the initial part is ok, and you can make out that the product in question is an Airwick – Symphonia fragrance which is innately different from the regular ones, which according to the ad has a pretty short lifespan. The animated penguin claims that after awhile you simply get used to a fragrance, to the point where you don’t notice it anymore. As a solution the Airwick – Symphonia fragrance now gives you the option of selecting two different fragrances that automatically change every hour. Then benefits of this remain somewhat dubious, and one wonders if the fragrances will intermingle to the point of being indistinguishable. After all, one would not simply mix Gucci by Gucci perfume with Yves Saint Laurent perfume, and expect to achieve an excellent fragrance because both scents are individually wonderful. However, this is beside the point, and at any rate the female penguin in the advert soon breaks into a sensuous dance in tune with the fragrance. This is to connote that the fragrance apparently has symphony like qualities, whilst her two cute little tots enjoy themselves in the background.
But, from thereon it gets into a real mess as the audio is not clearly audible, and you can’t make any head or tail of the sequences that follow. I for my part tried my best to try and understand what they were talking about, but to no avail. In a bid to make the ad more dramatic the makers managed to destroy the spirit, as the narrative sounds real terrible and is practically impossible to follow. So, that is all that is about this ad. If you want to know more, you have the freedom to torture yourself with this disaster of an ad!
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