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Pissing Tanker Advert: Missing the point by a mile

June 8, 2014

Pissing Tanker Advert: Missing the point by a mile

Pissing Tanker (by The Clean Indian)

 

 

This ad was recently shared with me and it did more than what it meant to do: It made me uneasy. Apart from how simplistic the idea is, and how oh-so badly it is executed, what surprised me is the abysmal awareness about issues it brings forth. Issues like sanitation, infrastructure and services, and societal attitudes and behavioural change.

If the makers had gone beyond the surface, they’d have figured out what people working in the areas of public sanitation have known for years: Outer means bring about quick, discernible change, but it is not sustainable. Change has to be from within. So Ms./r. Admaker: Take 5 marks for talking about an issue that obviously needs attention. But for the rest, give me a good reason to take you seriously.

Why does Pissing Tanker advert appear to be unreal? As answer, I repeat what I’d written about scams in a past post on Share My Dabba/ Dabbawala Scam…

Scam

Scam, in advertising lingo, is a fake advert: meant more for winning the awards and for the sake of superficial feel good social service, rather than for real circulation. It is an open secret within the advertising community that many ads with strong social messages are not backed by enough client money (often self commissioned by the agencies), not displayed or aired enough, and are mainly good for showing the maker in a better light. So they run for a token 7 or 10 times, or, if in print/ on billboards, are circulated/ displayed just enough to make them appear real. This is done also for new and unique concepts, harder to sell to the client, but likely to be valued highly by the creative community. Many have won Cannes Lions, and awarded at other high temples. So these scams, or fakes, have a purpose.

But it is not always served. The advert I just saw is, sadly, yet another example in my book of what not to do about what not to do.

 

Take the Gandhian path

I remember reading about an experiment carried out by Gandhiji at a Gram Bharati/ one of the Rural universities in my recollection. It described how a whole crop of roses benefitted from using the fertiliser made by ….piss. Why hasn’t anyone made a nice ad with that idea!

 

See the post about Dabbawala Scam advert @ https://architectureindeed.wordpress.com/2013/05/20/dabbawala-scam-case-of-life-imitating-advertising/

 

My post about the state of public toilets, although can be better, is @ https://architectureindeed.wordpress.com/2013/06/23/toilets-for-women-mirrors-of-imbalance/
(A post about Toilets for Men will join, soon)

 

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