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- Agency: Ogilvy
- Location: Mumbai
- Client: Cadbury 5 Star (chocolate bar)
- Name: Nail and Tyre
- Category: Film
- Why I like it: Such a charming, brilliantly simple spot. Let’s speculate wildly on the journey that brought this quirky idea to your screen: it starts with a product truth (the candy bar is now softer), which gets re-written into a claim of “no hard fillings”, which in turn (and this part is the magical leap!) is the springboard for the notion of “no hard feelings”, which then is brought to life brilliantly through the interaction between two inanimate objects…which is executed flawlessly (the voice talent, the insistent nature of the apology, the uncomfortable silence of the tire, the interruption by the ant – all fantastic choices.) A very windy road, but well worth taking to arrive at this quirky, lighthearted, off-beat approach to advertising a candy bar. Congratulations to my colleagues in Ogilvy Mumbai!