Feline Musings

…. And some days before IPL2 , Man created the ZooZoos in his own image. They were both men and women, and they also had children. The ZooZoos soon became the buzzword of the Ad-world and there name and fame spread far and wide…

Nearly, everyone is talking about the ZooZoos these days – from wondering about how they got their name, to expressing astonishment at the revelation that these are not animated characters but actors in body-suits – ZooZoos are one of the many reasons why people are watching the IPL matches. And the ZooZoos have not disappointed as yet, with new advertisements popping up every other day and competing with the previous ones in style, execution, concept and comic appeal.

What makes the ZooZoos click so well with the audience? I believe it’s the combination of innovation and innocence. It’s the ability to laugh at oneself and the innate Indian quality of the concepts. Ogilvy and Mather (O&M), the advertising agency behind the ZooZoo ads have previously also created the “Happy to Help” ads for Vodaphone, featuring a pug-doggie. The characteristic of this ad also was ordinary real life scenarios and an intelligent and emotive pet. O&M has recast the magic of this formula in the ZooZoo ads. The ZooZoos have childlike exuberance, live the lives of ordinary people, and are extremely emotive. I believe that the ZooZoos have defined a new cult in acting, may be in the league of the art of Mime, with body language pre-dominating the entire theatrical experience.

The immense popularity of the ZooZoos is also a defining trend in audience choices. We live in times where children are made to act and talk as adults and adults are indulging in lousy slapstick comedies, and distressing soap operas, and fashion is all about size zero and tons of make-up. The ZooZoos defy these trends – their minimalism, their pear-shaped figures which mock the fad of hour-glass and v-shaped figures, and the child-like innocence in adult characters, which even children have been forced to forsake these days – is a sub-conscious effort to revive the magic of simpler days, simpler people, and simple pleasure.

ZooZoos are lovable because they read the pulse of the audience. They are magical because each ad is able to tell a story in 30 seconds, and not once missing out on attention to detail. Each time you see a ZooZoo ad there is some small action that takes your heart away. I have favorites in each one, for example, in the Beauty Tips ad, I love the way the little ZooZoo is peeping in from the threshold when the mummy ZooZoo struts in to see what’s scaring the kids, or in Recharge Anywhere ad, the way the girlfriend ZooZoo has a hand on her boyfriend’s shoulder as he is happily driving away, or the wringing of the hands in the Fashion Tips ad…. there are so many more details to observe and enjoy and each one can find their favorites.

My personal favorite in these ads is the Mobile Games ad. This was the only ad which invoked sadness. On seeing the little ZooZoo playing alone on the see-saw, and never getting it right, my initial reaction was – “Aww! That poor thing is so lonely!” Hubby, of course, said that he is not lonely; he is enjoying himself. It’s astonishing how a 30 second act can touch your heart and how two people can see the same thing in different perspectives; it’s amazing how quickly you can fall in love with a ZooZoo – proving the adage that one can fall in love at first sight.

Discussions on the origin of the ZooZoos center mainly on the concept of aliens. But, the first time I saw the ZooZoos, I thought these were animated Smileys. And the thought has stayed with me that maybe the creative directors wanted to create a Smiley land, with smiley-expressions doing the talking!

ZooZoos are here to stay – going by the commercial trends, we can accept ZooZoo movies, comic books, merchandise and memorabilia – but may be these will sap away the mesmerizing effect the ZooZoos have on us. India has had its own share of loveable characters – Shaktiman, Chacha Chaudhary, Billu and Pinkie, Jaadu, and now the ZooZoos – it is always an innocent take on life that wins the heart of the audience.

…. As suggested by Snigs, I have tagged five people to write about their favorite ZooZoo ads or moments – Snigs, Sanjukta, Amit, Rahul and Bharat.

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