MAM

'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

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Foodpanda.jpg?itok=yKaa5k_Z
Foodpanda acquires Holachef

Food delivery company Foodpanda, India’s fastest growing today announced its acquisition of Mumbai-based food-tech venture Holachef. Through this collaboration, Foodpanda marks its strategic entry into cloud kitchens and plans to launch its own brand of food products in different categories.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Amazon_Echo.jpg?itok=QN1qoBs_
Amazon Echo says experience everyday magic in new campaign

In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with its smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Ajmal_Perfumes.jpg?itok=texd-a7j
Ajmal Perfumes partners with Parcos

Global home-grown perfume house, Ajmal Perfumes has entered into a strategic association with one of the leading perfume and cosmetics retailer, Parcos.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/KFC_800.jpg?itok=-PI1xbA_
KFC hands over digital mandate to iProspect

iProspect India, the digital agency from Dentsu Aegis Network, has bagged the SEO, paid media and digital business for KFC India, an American fast food restaurant chain. The account will be handled from the agency’s Delhi office.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kosh.jpg?itok=QxXcsMbN
KOSH Oats launches Roti Donation Drive on World Food Day

KOSH Oats by Future Consumers announces ‘Roti Donation Drive’ a special initiative which starts on World Food Day.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/Truecaller.jpg?itok=GJpRMARf
Truecaller shows it is more than just a caller ID & spam detection app

Truecaller has launched its new television and digitally focused advertising campaign with the tagline ‘Sab ke liye’ meaning both ‘for everyone’ and ‘for everything’. The ad campaign is aimed to create awareness among the audience about the recent features introduced on the app apart from Caller ID...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/birla.jpg?itok=ZSHorrmj
Birla Gold & BBH team up for another power pact film

Birla Gold, the cement brand of the B.K. Birla Group of Industries launched its new ad campaign marking the beginning of the latest Pro Kabaddi League season and commemorating its association with Patna Pirates, three-time winning champions.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/fbb.jpg?itok=8qWOjTIx
fbb launches its festive collection at Mumbai Airport

The season for shopping has begun and people all over the country have increased their spending budgets to ensure they look their best this season.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kansai.jpg?itok=bLHO7bPV
Kansai Nerolac reconstitutes its iconic 'Ghar Ki Raunak' jingle into a song

Kansai Nerolac Paints Ltd. (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’ has recently teamed up with popular Indian music director, Pritam’s musical platform JAM8 to roll out a rendition to Nerolac’s iconic jingle as a song, across India.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories