No Frills makes no sense.

It's Ramadan again and No Frills the Canadian discount supermarket is running a commercial advertising some halal specials.

They've picked the foods perfunctorily to start with - halal chicken, ground beef, etc.

They aren't promoting or advertising the most common and traditional of iftar foods - dates!

And of all the language choices available to them, they've chosen to run the ad in Punjabi. In a Bollywood movie commercial break. (Bollywood movies, everyone should know, are in Hindi).

It's the equivalent of running an English ad on French television.

To add to the confusion, an almost identical spot runs in the next commercial break - during the same movie - except, this one is for The Great Canadian Superstore and for some mysterious reason, this spot does run in Hindi.

It sounds like a carefully thought, perfectly executed strategy. If your strategy is to utterly befuddle your customers.

I won't even begin to explore the insultingly poor production values and the total absence of a creative idea from these ads.

Instead, I thought I should first show you some great Ramadan advertising, done right. Which is what I did last week.

Ramadan Kareem to my Muslim brethren.
I pray that Canadian marketers may one day do right by you.

Article: Creative Commons License 2010 Gavin Barrett
This work is licensed under a Creative Commons Attribution-Noncommercial 2.5 Canada License.

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1 comment :

Brown Man said...

What a great observation. How could the ad agency completely miss this? It just goes to show who is running the creative when appealing to ethnic groups!

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