Scenario 1:
A man drives his family into the petrol station to top up the fuel tank, only to find that he has $2 left in his pocket. He is faced with two choices:
1. top up the fuel tank by $2 to drive home, or
2. buy $2 worth of pastries for his children.
Confronted by two doe-eyed children, he makes the obvious choice of buying $2 worth of pastries. What we see next is that same man pushing the car home while his two children pop out of the car window, evidently enjoying the pastries that Papa got them.
Scenario 2:
3 teenagers find themselves out of fuel and find themselves left with $2. They set off (in the car) to find a place to refuel. At one upward sloping intersection, a bright yellow letter M appears on the horizon, and the 3 teens head towards it. They buy themselves burgers costing $1.95 each (even though they're left with only $2), and sit on the car bonnet, enjoying their treat. All their worries about getting home seem to have vanished.
These two are ads that were recently screened on TV. Scenario 1 is promoting Polar cakes and pastries and scenario 2 is promoting McDonald's. Now, the ad for Polar cakes and pastries came out about 2 weeks earlier than the McDonald's ad. Both ads seem so similar that I wonder if any of them copied the other!
Also, Polar seems to paint a rare situation of a family driving a car with only $2 on them. I mean, shouldn't the wife at least have some money? Or they can always use plastic to pay for the petrol. But nooooooo... they only had $2 worth of cash.
Well, that's much better than Mc's. At least Polar's situation is realistic although rare.
For Mc's ad, it seems like the creative team need lessons in elementary math. How in the world can you purchase 3 burgers costing $1.95 each with only $2?! It's not just unrealistic, it's inconceivable. And you betcha those burgers would not have been given to the youth as an altruitic gesture. Which staff would want to give the burgers to the youth? Their pay is only about $4.50 an hour, and 2 burgers would be almost half of their hourly pay.
Little wonder there was this article in the newspapers which said that even though Singapore's print ads were creative enough to compete with the world's reputable advertising agencies at Cannes, her screen ads are lagging far behind!
