Creatures of clay

When India won the one-day series against Pakistan last month, one commercial effectively captured the spirit of a jubilant nation.

When India won the one-day series against Pakistan last month, one commercial effectively captured the spirit of a jubilant nation. McCann Erikson’s Coca Cola commercial depicted a series of animated clay figures celebrating the nation’s favourite sport. It was adapted from a series in Mexico for the Latin American soccer audience.

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Prasoon Joshi, creative director, McCann Erikson, says, “The use of animation or claymation in an advertisement can be very effective. Through the medium, you appeal to the child in anyone. It also calls for a suspension of logic and you can show many bizarre things. But it all depends on how you flesh out the character.”

“There is an overdose of celebrities on television. Animated characters bring some relief. They help to break the monotony of the glamour that comes with celebrities without messing with the entertainment value,” says Jayanta Debnath, art director, Rediffusion.