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If short story writing is an art, directing a commercial is a much more involving task. The concept, the cast, the bgm, the camera, the color composition are some of the several aspects to be taken into consideration. It takes all talent required to direct a good movie PLUS the art of communicating short and sweet.

Good commercials are always a treat to watch. Whether it is the Saint Gobain ad where the fat African-American lady pours water over the glass pane scaring out the poor diners or the airtle ad where they show the power of human expressions or the contemporary Havells cable ad where the boy finds in a Havells cable to help his mom make Rotis; good commercials don't fail to bring a smile to your face and there has been days where I've avoided changing channels because of a sequence of good commercials.

But these days, it's become a miracle to see lively and good commercials. Instead most commercials just make you frown... Typical examples, the PEPSI ads these days, Balti (IBIBO) ads, the FM box ad from Vodafone which makes absolutely no sense in the era of micro-electronics and virtually every other ad that comes in these days just gets one word out of my mouth - 'crap'!

Whether it is the lack of creativity in the new comers or the hurry in coming up with commercials, suffice it is to say that commercials these days have been
disappointing to say the least. Let's hope that we see better ads in the future!