"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: * * * * *
