Campaign: TVC and Print
Agency: Lowe
The campaign contains short but witty TVCs about how it is time to change – it is time to stop panicking, it is time for responsible journalism, it is time to stop being cynical etc.
The plot is simple yet effective: one of the characters would comment or act in a particular way which would basically connote pessimistic, cynical or some such negative state of mind. Another person, would hit the person on head with a rolled up HT newspaper in reproach. This is followed by the copy which says it is time to change.
The ad is quite crisp and not very character heavy. The communication of the message is quite effective, yet it doesn’t linger heavily on the mind. It’s opinionated without being dramatic.
The gelling with the brand HT is effective and the ad manages to support the responsible, relevant and no-nonsense image of HT. Overall it’s a nicely packaged campaign taking the image make over of HT a step further in the right direction
