"I hope you never hear those words. Your dad. He died. They are different than other words. They are too big to fit in your ears. They belong to some strange, heavy, powerful language that pounds away at the side of your head, a wrecking ball coming at you again and again, until finally, the words crack a hole large enough to fit inside your brain. And in so doing, they split you apart. "


I'm an incomplete person for more than 2 years now. And it's still hard to digest.

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Our media is continuously coming up with crazy, senseless, baseless, and irritatingly long advertisements these days. Ads like that of Ufone that lack clarity and of Sooper Cookies that seem more like a trailer of "So you think you can dance?", the creativity in making ads is going far below standard. Oh, and how can I forget the famous Chaika ad, which was of a similar sort. With an outrageously insane jingle like that, who would be willing to try this product out.

I love watching ads - the good ones actually. And it pains me a lot to see sub-standard Pakistani ads which are more focused towards the models and their moves and less towards the actual meaning and message. The reason I never liked (rather, hated) Zong since the very beginning was that they always blamed one competitor or the other to snatch the market share away in a childish manner. Even if they come up with rock-bottom prices, I would still not go for it. Such ads show poor marketing efforts and the dearth of talent in advertising agencies. One can add a lot of different ads to this list easily. All these ads are not only spoiling the image of the brand, but of our cultural values as well. Why do we have to make ads like Ufone Utune, where the son can set a Utune of 'library environment' and make his dad believe he's in the library studying and not hanging out with friends. Ever thought about what are we promoting here?

I can hardly recall any Pakistani ad where I was awestricken with a WOW. But that day while channel surfing, I came across the following ad
                                                         






 The message is clear, the product is identified and the idea through which the message has been conveyed is quite commendable. Imagine the impact of this 30-sec ad on so many millions out there. Why can't we learn positive things from others and implement them in our environment? Why can't our ads be such decent, concise and complete?

We need to promote our values and must create a sense of ownership among our masses. And since TV is the most common medium of communication, why not use it to become better humans and better Pakistanis!

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