"Healthy Food is an absolute necessity to lead a very healthy life,” say our grandmas, mothers, aunties, doctors, dieticians…and on and on and on. Anyone is welcome to add as many names to this list as they want. After all, everyone has at least one set of “well wishers” following them every moment who want to drop their “food related health conscious advices” just at the mention of “good food for good health.”

But what is it that’s exactly “healthy” for us to eat? That glass full of milk “malai marke” milked out directly from our grandma’s home bred cow or that plate full of salad which looks less with natural green and more with artificial fertilizers!!!

Well what’s healthy has always been up for debate and will always remain so. But when it comes to making a choice on the healthiest fridge, there can be no debate at all. After all, every health conscious consumer is left but with only one choice-The New LG Frost-free with GIDC Technology.

Don’t believe!!! Well, at least that’s what Rediffusion’s newly created ad for LG’s Frost-free Refrigerator suggests. As per the ad, the “new frost-free health conscious fridge” from LG’s product box retains nutrition of every food item that sits inside it, thereby confirming that “your family is healthy for sure.”

Review: This 35-second ad definitely has a brilliant start. No way can any viewer draw his eyeballs away from the TVC or change the channel, at least during the first 28 second of the ad. A crisp script backed with a “fantastic” background score just refuses to let go off the viewer. Result…the “ad avoidance factor” for this TVC is immensely limited.

The first 28 seconds does not mention LG’s new product even once. It only talks about the “1997 Great Karela Mutiny,” when every mother wanted her child to eat the bitter gourd. It talks about the “1999 Neem juice Treaty,” which families signed to keep their loved ones healthy. It also discusses the “2007 Quit Carbs Movement”, when “health conscious” wannabe hunks had only one goal in life ...to attain the greatest six packs.

Thus within these first few seconds, the connection with the viewers (all those who hate to eat bitter gourd and neem but like having six packs) has already been established.

And now comes the last seven seconds which states that whoever wants to avoid all those treaties and mutinies only needs to get himself a LG Frost-Free refrigerator with GIDC Technology. Whether GIDC technology is understandable by all or not, that Ad Pick cannot state. However, Ad Pick is sure of one thing…no way will the ad go avoided.

Thus if one has to mark a scale to rate the “ad avoidance” element for this TVC, the mark will definitely tend to zero.

Definitely good work by Rediffusion DYR.

Agency: Rediffusion DYR
Running time: 35 seconds
ITV rating: * * * * *