As someone with no siblings, I haven't lived through what it takes to be around a brother or a sister 24X7. So my knowledge of that sentiment is only borrowed from pop culture, and now through watching how my kids interact and grow up with each other. The Wonder Years was a 1/5
2/5 remarkable TV series in that context, and more recently, Yeh Meri Family (just requires a free sign up: bit.ly/3krVARk) used the same theme in a wonderfully Indianised late 90s setting.
This ad for the French retailer La Redoute is almost an abridged version of
3/5 The Wonder Years/Yeh Meri Family! The narrative crunches the many high-points of how the relationship evolves between an older brother and a much younger brother.
The highlights it chooses to depict are absolutely adorable! The younger brother teasing the older one with the
4/5 name of his girlfriend, the older one announcing the joy of being accepted in a college of his choice, the older one protecting the little one after a school fight and torn jeans, and my favorite - the little one staring the older one sleeping and announcing when he wakes up
5/5 that his mind-control worked! :)
Within all this, the French agency Fred & Farid/Paris beautifully weaves in the need to order things as and when the reason arises! The need is brought out contextually within the narrative.

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More from @beastoftraal

26 Apr
There's a saying in Tamil: "காய்த்த மரமே கல்லடி படும்". Meaning: Only the tree with ripe fruits gets hit with stones. Could that explain the spoofs of CRED's new ad (the one featuring Rahul Dravid was the most talked about; the rest, not so much)? 'tree with ripe fruits' 1/5
2/5 indicates success (as per the saying). CRED is a different 'success': in fund-raising and generating buzz. A spoof, by nature, needs to be about something people are familiar with/talking about. From that perspective, Magicpin is bang on target, plus also targeting the same
3/5 audience. The first spoof was massively, massively viral - I recall getting it in multiple WhatsApp Groups and seeing many shares across Twitter, LinkedIn, and Facebook. But I like the 2nd spoof more.
Read 6 tweets
24 Apr
It was Earth Day, two days ago. Given the dire situation all around, Earth Day communication seemed largely muted this year - and this is totally understandable.
In context, I recall a campaign from March 2021, for the Colombian NGO Conservation International, by the agency 1/5
2/5 MullenLowe SSP3, Bogotá. The crux is this: how to hammer the truth that we, as a species, are in an incredibly precarious situation with regard to drinking water? That too, through the print/visual (non-video) medium!
3/5 A decade ago, I recall reading: "Only about 3% of Earth's water is freshwater. Of that, only about 1.2% can be used as drinking water".
In 2020, the stats have evolved, to our detriment: "0.5% of the Earth's water is available freshwater. If the world's water supply were
Read 5 tweets
22 Apr
Hospitals desperately *tweeting* for help is the scariest thing ever to see on social media 😥
Continued:
God!!! This is relentless 😔
Read 4 tweets
22 Apr
😔 ImageImage
😔 ImageImage
"Worse still was the government’s seeming indifference to the mounting tragedy. Even as the scale of India’s second wave grew obvious, Mr Modi and his top ministers actually encouraged vast gatherings, both at their own giant election rallies and at the Kumbh Mela" ImageImageImageImage
Read 4 tweets
22 Apr
Apple launched AirTag at the Spring Loaded event on April 20.
Samsung launched a new ad film for Galaxy SmartTag+ on the same day (Galaxy SmartTag & Galaxy SmartTag+ were launched in January 2021).
Tile launched the same product way back in August 2013.
1/5
2/5 Let me take the ad films of Apple ('Couch'), Galaxy SmartTag+'s new ad film, and Tile's most popular film, 'Lost Panda' (October 2017; agency: Deutsch. 12 million+ views) for a narrative comparison.
3/5 Apple's AirTag ad is truly whimsical, entering fairy-tale territory, away from practical communication. I thought it went overboard with its exaggeration (like the iPhone 12 'Fumble' ad), almost evoking a 'Seriously?' reaction.
Read 5 tweets
21 Apr
Apple iPhone 12's latest ad (released in late March 2020) is called 'Fumble' (aptly so) and focuses on the product's build quality and materials that supposedly render it (nearly) indestructible. The act of fumble, after the lady loses grip of her phone, is exaggerated 1/5
2/5 adequately in typical advertising style, and perhaps extends to a few more unnerving seconds than what seems natural, but that extension is made both interesting and enjoyable by the remarkable choice of background sound! That sound is a tabla-vocal combo by British Indian
3/5 musician Nitin Sawhney - the song being used is 'The Conference', from his 1999 album 'Beyond Skin'. It almost feels (in hindsight, of course) like the agency (TBWA\Media Arts Lab) plotted the narrative to suit the music, given how monumentally appropriate it seems to the
Read 5 tweets

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