I have made a habit of not really talking ill about any communication running in Romania for the simple reason that I sometimes do not know the brief, and also that sometimes you may run into the same people you were dissing.
But, I am confused by the constant strangeness of Perwoll commercials in Romania. Ever since they have started advertising, their TVC have been a source of bewilderment for me. Please consider:
1. Three young people in a park, two obviously a couple, one waiting for a girl who comes wearing the most sparkling, cocktail gown EVER and with a bottle of Perwoll in her bag. Underline: park, cocktail dress, fabric softener in bag.
2. Flamenco dancer, young, older woman in public talking to younger woman. The English version makes it clear older woman is younger man's mother. Romanian version, as I recall, does not. So you have a conversation between an older woman who washes a younger man's clothes.
3. The culmination: club, man with young woman dressed in pink sweater, they both ogle young woman dressed in pink tight dress, man ends up suggesting to tight dress woman to teach him how to wash while other young woman takes out a Perwoll bottle and then remains...well, ignored. So, club, two girls, same color clothes, one with Perwoll bottle in the bag.
I mean, is it me or are these simply NON SENSICAL? What is the relationship between the man in the club and the first woman? Is the older woman the young man's lover or mother? AND WHY ARE THEY ALL CARRYING FABRIC SOFTENER IN THEIR BAGS IN PARKS, CLUBS AND THEATRE HOUSES?
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.