It isn't often that Creativity is sent an ad for cement, but this one, from India, found a funny creative idea to advertise a building material.
Publicis South Asia persuaded India's WWE World Champion Great Khali to star in the ad, for Ambuja Cement. In mockumentary-style, we experience how hard it is fo Khali to live in a normal house -- he keeps breaking walls, falling through ceilings and generally reducing concrete to rubble. All is saved however, when he discovers Ambuja.
The spot has already gone somewhat viral in India, with nearly a million views in under a week.
In a statement, Bobby Pawar, managing director and chief creative officer of Publicis South Asia, said "For ages Ambuja Cement has sported the tagline "Giant compressive strength." We stared at that for a little less than ages, and the dominoes started falling."