Max New York Life – Retirement Commercials – ‘Out Partying’ & ‘Wedding Card’

Creative Agency – O&M, India

http://www.afaqs.com/perl/advertising/creative_showcase/index.html?id=11295&media=TV
http://www.afaqs.com/perl/advertising/creative_showcase/index.html?id=11296&media=TV

An absolutely fresh take on ‘Retirement’ in terms of TV commercial. Both the commercials showcase the same family and the protagonist(an old man) who is full of life and looks for excuses to enjoy the free time he has. Both the commercials come as an absolute change in these times. Humour still works! For me, as a consumer, there is so much depression around with the times, this commercial comes as a welcome change for me – that there is something good stored in the future.

Both the films have been made by Corcoise Films, (Prasoon Pandey) and we can just see the quality in the films. Both the films are in line with MNYL’s take of life in its earlier brand campaign 'Karo Zyada Ka Irada' and child 'Czechoslovakia' film – both are absolutely fresh in treatment of Pension Plans.







MNYL’s earlier Retirement film ‘Ab Koi Samjhauta Nahi’ was extremely strong on customer insight but was in the negative zone as far as the film is concerned. The characters and treatment of the film completely put me off as audience. But these ones – Wow! What a change and the company should feel proud of its achievement.



The commercial leaves me smiling/laughing and I will surely remember them – primarily what a TV commercial should do. I can associate with the family and the setting of the household – It has been targeted at service class people in India – which is the majority of target group for life insurance plans.

The first commercial ‘Out partying’ starts with the mother screaming at someone for being late without informing. She goes on and on, you think she is screaming at her son – when suddenly the son joins her from the back with a sheepish smile on his face and the camera moves to show the father! Yes! The father who is out doing ‘Awaaragardi’ because he has money and time on this side. What a wonderful thought! Don’t we want to do this when we retire!

The second commercial ‘Wedding Card’ shows the father making his plan to go to Kolkata for a wedding. The wedding is of some person who, on insistence of wife, audiences know is not even related to the man. Comes the thought that when you have time and money, why not utilize it to live life the way you want to and enjoy the small frivolous things in life.

Way to Go MNYL!