Every week, I attempt to share a curated list of clutter-breaking ads. The first and most important job of an ad is to get noticed – everything else is secondary. But unfortunately most ads are simply ignored: a fate worse than being disliked. Here are a few recent ads which caught my eye.
Oura: give us the finger
The context: over the last few years, smart rings have become popular as health accessories. Most ads for such feature protagonists who are young, athletic and health conscious. A new theme campaign from Oura sharply focuses on the older demographic.
“As a culture, we’ve been conditioned to try and escape the reality of aging, drawn instead to the search for eternal youth. But the truth is, aging is inevitable, and getting older is a gift. When we’re fortunate enough to do it in good health, our later years can be some of the most meaningful. In 2025, we want to empower our members to meet their health journey with fierce optimism and a clear purpose: to live longer, healthier, and more vibrantly than ever before.
Why I like it: the ad industry is obsessed with Generation Z in general. In a majority of ads we see late teens and youngsters as protagonists – even in categories where the older, more affluent generation are likely the majority of buyers. It is understood that the younger age group is likely have relatively less disposable income. In markets like India, there could be categories as exceptions – where the majority of buyers could be in the 18-25 age group. But overall, the older demographic, especially the silver generation are likely to have much higher savings and propensity to spend, even indulge. They are also increasingly conscious of their health and realise the need to stay healthy and active. We see that in the constant extension of what is considered to be ‘over the hill’ or even the retirement age. Many continue to remain active in their profession well past the formal retirement age. In that context, the Oura campaign get the messaging and tone of voice right: ‘it’s an invitation to wear your commitment—to living fully, aging with intention, and supporting your health through every stage.’
Agency: nice&frank
TESCO: can’t argue with that
The context: nothing evokes disgust among pizza lovers, as the prospect of pineapple as a topping. In India we are used to all kind of desi variants such as paneer but one can say pineapple gets the most hate. TESCO, the UK supermarket chain has has an “Aldi Price Match” programme, where they match the prices of select Aldi products on some everyday items. The attempt is to attract the budget conscious customer of the latter. A new ad places the pineapple on pizza debate cleverly to tie back to the proposition.
Why I like it: yes, it is a roundabout way of getting to the point but the central theme is likely to get consumer attention, pick sides and likely bring smiles when the proposition is revealed.
Agency: BBH/Dublin
Zepto: don’t sweat it
The context: every new category or brand that’s made available on quick commerce platforms seems to be a reason to create a new TV commercial. I am guessing it’s an expensive strategy and I wonder what the ROI is. Nevertheless, these create awareness about the expanding categories of brands available on brands like Zepto. A new ad announces the availability of a deodorant stick (🙄 would that not be an expected thing on a service like this?)
Why I like it: they have personified sweat as a mischievous trouble maker foisting itself on unsuspecting strangers. And the Zepto delivery man as a saviour.
Air India: there’s an air about India
The context: airline brands have to sell destinations, not just their own service features such as on-time record, safety or great in-flight service. A new ‘anthem’ ad from Air India sells India to India and the world.
Why I like it: India has been a victim of stereotypes when it comes to the western world. They’ve always seen as a land of snake charmers, elephants on the road and associate us with poverty and grime. The chaos of India and its extremes maybe a reality and not just perception. But it’s important to convey that a lot has changed in India over the years and we carry both the tradition and the modern well.
The film blends rhythmic storytelling, sharp transitions, and stunning visuals — capturing the soul of India, from bustling metros to remote heartlands.
Agency: McCann
The General Insurance Council: Achha Kiya Insurance Liya:
The context: efforts to expand a category and effect a change in behaviour are not so easy to implement. Over the years, we’ve seen, ‘Mutual Funds Sahi Hai’ campaign which educated investors on the need, benefits and even pitfalls of investing in mutual funds. In my view, the individual ads may not have been dazzlingly creative or emotional but they struck a chord. They tapped on a consumer need and very importantly, were consistent in pursuing the theme. A new effort from The General Insurance Council has a lofty goal: to create a more informed, financially secure, and insured nation.
Why I like it: I guess one of the barriers for signing up an insurance policy is the belief that ‘accidents happen to others, not me‘. But deep down we all know that unexpected events can trigger any calamity, loss or accident. These ads bring alive everyday, normal, routine situations which can cause damage, which if uninsured can extract a heavy price.
Agency: Lowe Lintas
Which one was your favourite? Do comment in.