American Tourister has launched a brand new advert with two of its brand ambassadors – Virat Kohli and Cristiano Ronaldo. One might think that the two worked on this ad together but the truth is that the brand simply played with an editing software. To explain things better, let me start from the beginning.
In February 2018, American Tourister launched an ad film with Cristiano Ronaldo and his bright yellow spinner. Ronaldo enters the airport, passes the security check, takes the flight and reaches his destination. All this without leaving his luggage from his sight. The ad ended with Cristiano opening his bag in his hotel room.
Now, last week, American Tourister launched another ad film. In the same clothes, the same setting, with the same extras, Ronaldo is shown at the airport. The ad is cut in between and Virat Kohli’s part is added to match with Ronaldo. Naturally, not once are they shown in the same frame. Only for namesake, they have been brought together in this piece of “advertising”.
The thing is, two separate ads with one sports star each could have worked easily. If the brand really wanted the two men together, it could have come up with a print ad or shot another film with both celebrities.
As an ad critic, I am very disappointed in this move of the brand. Hope they learn a lesson and come back stronger next time.