Pet hate: Not just humans, says Padamsee, even animals have become trapped by advertising clichés. “They should stop using animals, especially dogs, the way they do now. Even dog food commercials could do with some innovation,” he says.
Lovable canines have become props in an extended happy family picture as they pant aimlessly or goof around. The only dog that has charmed the nation and Padamsee is the pug in the Hutch advertisement. “It’s a milestone. It’s high on emotional equity and yet its promise is not lost. The analogy—Hutch like a dog follows you everywhere — is brilliant.”
The message for ad-makers: kill the cliché and get back to the storyboard.
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