Why the recent CRED Ad was so great
If you have been following IPL you might have noticed that CRED AD involving Rahaul Dravid is the latest rage in Social Media. In fact Virat Kolhi even tweeted about the ad saying that he was surprised to see the other side of Rahul Dravid
If you were in Twitter you might have noticed how much it was trending and how much people were enjoying the ad which is something you might not expect for an Ad
People enjoying an Ad is not something you see everyday. So I wanted to decode Why the Ad worked out so great for the CRED team
First things first, a few days back I had written an article on how successful creatives are good at pattern interruption. You can read the article here. Just to summarize the concept. In a world where everyone does the same thing and if you present something unique or different then it interrupts what people are doing and makes them notice you
An example of this is about how Jack Butcher used this concept of presenting interesting ideas or quotes using basic design elements with just two colors. The simplicity with which he represented the ideas worked as a strong pattern interruption when people scroll through the social media and notice his post.
I feel that's the same thing used here. If you are a cricket fan we all know who Rahul Dravid is. We see Rahul Dravid as someone who is humble, calm & composed, selfless and we rarely see him loose temper and get angry on the cricket field.
By unleashing Rahul Dravid as someone who gets angry, yelling at other people, breaking other people’s car mirror and shouting that he is the goonda of indira nagar is something people wouldn't have imagined in their dreams. This act of seeing Rahul Dravid in a different avatar acts as a powerful interruptor and makes you notice of the Ad
Another important point is using Rahul Dravid in the Ad itself was genius because he is someone who is loved by everyone which is very rare to find in this era of social media. In fact Rahul Dravid is called as the gentlemen of the gentlemen's game. If any one else would have acted in the Ad I don’t think it would have generated this much buzz owing to the fact we never associate anger to Rahul Dravid
The advantage of pattern interruption is that it helps you in distribution and creating conversation among people which is exactly what the CRED team would have wanted. We saw Virat Kolhi, Ashwin, Washington Sundar taking about the ad in his twitter account and you probably shared it with your friends too.
There were a lot of celebrities including Deepika Padukone who spoke about the Ad. In our office we spoke about the AD and had a discussion about it. This Ad also resulted in a memfest on twitter. In a way people started doing the distribution for the CRED team which is genius
These were few of my observations about why the CRED ad was so successful. Feel free to comment below if you find other points