It is nice to play with words and come up with statements like “success is not a destination; it’s the way you live”. Words tend to become too wordy and obnoxiously ostentatious when they are not backed by appropriate visual support. Diners DVC is a marvel of production but it seriously lacks a story-line. The advert looks good when you do not try to understand what it is actually trying to say. When you hear the voice over carefully only then you realize something is missing.
Let us talk about the idea of success; is it about wealth and riches? I do not think so! Wealth could be hereditary, or it could be accumulated by unlawful means. Success is always about doing not getting. Bill Gates is a successful man not because he is one of world’s richest person but because of his contribution for modern computing. Gandhi on the other hand abandoned all riches but he is considered one of the most successful leaders in the history of subcontinent. It would not be wrong to say that 99.9 percent of scientists who were successful died poor. Riches is a measure of social status that is mistakenly taken to be the ideal of success.
Adnan Siddiqui wearing Diners suit is clueless in New York City. Dropped by a helicopter, the actor had to tramp around the city doing the catwalk for no reason and making phone calls while no one is on the other side. There is no sense of purpose or meaning. He does not even meet or greet. He is alone. Completely alone. He reminds me of the characters of Jean-Paul Sartre and Albert Camus who wrestle with existence in search of meaning. The feel alone and alienated in a world crowded with people. Let us not go into the philosophy of existentialism and keep our discussion Diners’ campaign.
The best thing about the ad is obviously the production, from cinematography to color grading and editing. What binds this DVC together is the music. It has all the right ingredients to get our attention. The rhythm is thrilling, intriguing, inspiring and exciting to say the least. Not to mention Adnan Siddique who has made it a habit to dazzle all of us when he comes on screen. He has served Pakistani Drama Industry for many decades. His notable dramas include Uroosa, Wajood-e-Lariab, Meri Zaat Zara-e-Benishan and Meray Paas Tum Ho.
Most brands do not spend much on production especially when it is meant for Digital media. Diners has done well to raise the bar for DVCs. Men’s clothing is a subdued market if compared with the women’s. Women’s clothing brands are not only aggressive on digital media but also on mainstream. Brands like Khaadi, Limelight, Sanasafinaz, GulAhmed, Sapphire and others remain active all year round. Diners DVC has many positive aspects and a few major issues. A nonprofessional may not notice the major ones but the people of the marketing and advertising world who keep a critical eye on brands will surely gauge the campaign from a different perspective.