Honda Scooter’s latest ad campaign “Smarter” projects both scooter and small car and gives brownie points to scooter. But the ad itself could have been smarter.

Advertising is another subtle art of persuasion. When such comparisons are made explicitly the subtleness is lost. Definitely small cars are posing a threat to scooters. Small car manufacturers often project small cars as a safer driving option for small families than two wheelers. Safety and affordable price are their key selling points.

Here scooter doesn’t look convincingly smarter. It could also be projected as a slimmer, lighter and cheaper option for choked metropolitan roads. The X factor is not really visible. There are no celebrity brand ambassadors riding the scooter either. Efficiency is an important factor but not enough when compared to safety of four wheelers.

Counter advertising is in vogue. For example, Pepsi and Coke, Apple and Microsoft often indulge in such tactics. But then they come up with interesting punch lines which sustains public interest. Thats what advertising and publicity all about.

Via Ads of the world