Shezan Twist Print Ad

These days media has become free and open. But sometimes this leads to creation of such ads that do not carry appropriate meaning. Women are used as a matter of representation. For instance in this ad is a follow up print ad of a television commercial, so it will be talked about in that context. The ad shows a racing competition between men and when one of them wins the woman comes in and rubs a Twist juice on his face as if they are celebrating the victory and beating the heat with it. In my point of view first of all the ad does not define its target market properly. It’s a simple juice ad whose target market actually includes kids, adults and even the elderly. Had it been some energy drink ad (red bull etc), this racing idea could have worked. But this ad could have simply been made with a nice family approach to it.
Coming on to another noticeable point here is that the woman is just used as a symbol of representation even when she is not needed here. There was simply no need for the lady to get on the back of the man, make a seductive expression and rub the juice box on his face rather than making him sip it. And he in turn gives a responsive expression again making the use of the product vague.
The tagline ‘jeeto josh se’ again relates to an adventurous setting and environment (in this case racing) so there was no need for the woman here.

Maira Sajjad