'Stop playing with planet earth….' - CELL 18's new TVC

"It has to be spread out, the skin of this planet, Has to be ironed, the sea in its whiteness;
And the hands keep on moving, smoothing the holy surfaces."
-Pablo Neruda

But why then is its skin withering day by day?Why is the crease not fading away?
Why are those hands not smoothing planet Earth? Why are the holy surfaces gathering anger and wrath?

Stop playing with planet earth….

Stop it. And this is what Cell 18‘s new public service ad (PSA) fights to state. Want a proof - look out for the punch line: Stop playing with planet earth.

In the film we see two boys playing table tennis ruthlessly, retaliating to each other‘s serve more insensitively and brutally, both fuming with anger. Then suddenly we see the ball transforming into earth and the film ends with a super - stop playing with planet earth.

Review: A clever idea and a classy execution. Conceptualized and directed by Network18 network creative director Zubin Driver, this PSA is undoubtedly class apart. Also, by building and executing its theme around a game like table tennis, Cell 18 has only enhanced the provoking spirit of the ad.

"We chose table tennis because one, it‘s a much understated sport and also we realized that no other sport would reveal the passion as well as this one did," says Driver.

Another aspect of the ad which demands recognition is the music. Its that first thing of TVC that can take anyone‘s breath away. Its absolutely mesmerising, beautifully captivating.

The music is charming, tribal, mystical and primitive...just like our planet earth. But along with that there is also a gush of power flowing through it.

On a whole, the ad remains absolutely true to its spirit. It is not only original in idea but also in its execution.

Ad Pick believes that Cell 18‘s new TVC is immensely cerebral and sets one thinking. Also it does not leave behind an inch of confusion behind. A crystal clear ad with crystal clear thought.

An absolute unpretentious approach to the message… and a direct delivery of thought to the target group.

Three cheers to all.

Agency: Cell 18
Production house: Cell 18
Running time: 30 seconds
ITV rating: * * * * *

Latest Reads
Mother's Recipe undertakes initiative for war heroes

MUMBAI: India’s homegrown pickle brand Mother’s Recipe initiated a new campaign called, tribute to our motherland to salute the supreme sacrifice and selflessness of our brave men in uniform. Under this initiative, the company will contribute Rs 3 from the sale of every special edition Mothers...

MAM Marketing MAM
Is India ready for the impact of AI on marketing?

MUMBAI: From self-driving cars to voice assistants Siri and Alexa, artificial intelligence (AI) is expeditiously becoming popular. While one may think of AI only as intelligent robots or technology, it encompasses everything from Google’s search algorithm to e-commerce to geo-target and...

MAM Marketing MAM
Kajaria Ceramics touches patriotism with Akshay Kumar

MUMBAI: Kajaria Ceramics has launched another new ad campaign with its official brand ambassador and Bollywood actor Akshay Kumar. The company recently launched a TVC for its bathware solutions brand KEROVIT with Anushka Sharma.

MAM Marketing MAM
Duroflex launches sleep marathon with Milind Soman

MUMBAI: We are living in the time of the gig culture where staying up all night to meet project deadlines is celebrated. However, long term effects of lack of sleep are hardly discussed. Keeping this in mind, Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has conceptualised the...

MAM Marketing MAM
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories