Beholden by time

Time and again the industry has noticed how cleverly Big Ideas work in making a campaign successful. But what is more gripping is that a brand’s tagline stood the test of time and singlehandedly played the game of communication and won it, every time. We are talking about Seagram Imperial Blue’s tagline ‘Men will be men’.

Talk about surrogate advertisements and the first name that comes to mind is ‘Imperial Blue’ and its hilariously true ads whose interest levels are extremely high. Pegging on hilarious-yet-true every day events, all the television spots of ‘Men will be men’ are something we will connect to forever.

This is the tale of a legend, one that has been the true warrior for a brand since 17 years. This is the story of a legend, a living and hilarious one

Timelessly plucking out events like impressing a new colleague in office by boasting one’s luxury car, making attempts to astound woman in an elevator, purchasing a diamond ring after forgetting anniversary, checking out another woman in a departmental store, et al, the spots never fail to crack you up and leave a smile on your face.

Targeting the right age group and demographic (men between 25 and 30 years of age) and drawing their caricatures with the ink ‘Men will be men’, Imperial Blue has got the nerve of its audience and surely tickles our funny bone. While trying to engage the newer crowd, the spots never forget to keep the existing ones intact and that is the beauty of it.

Fixing the brand on the lines of the fun life of a man, the insight of a young man plays the key role in these ads. A closer look at these ads will make you feel one among the characters, sitting on the couch with your wife and smilingly saying to yourself “Been there, done that.”

Technically speaking, Ogilvy & Mather had given Imperial Blue a half marathon lead by simple coining the tagline ‘Men will be men’. Relatable and energizing, the line is self-explanatory while being anidea virus for a copywriter who is writing the script.

Starting with the soft music as the lyrics fade in – “Pyaar ki raahmein, chalnaseekh…” every bit of the ghazal and the characters is you and us, at the office, in the elevator, at home, et al.

Banning alcohol advertising will not stop writers from being creative, there is just more scope every time.We are not sure how long will your relationship with your girlfriend last (though we hope it lasts forever), Imperial Blue has been tagged for life with ‘Men will be men’.

By: Tushar Kalawatia