The new Close up commercial stays true to what seems like the brand's age-old story - paas aao na. What changes is a reflection of how times have changed, and how kissing is now seen as acceptable even in India. The movies are showing it, so why not our ads?
While looking through youtube for this commercial, I came across some international Close-up ads - some very cheesy, but all around the coming closer theme. So obviously the 'kiss karne ka ji chahe' is like a universal thought and works everywhere.
But what is nice is how they have kept in mind the cultural sensitivities of the country. And brought in the quintessential 'flowers coming together' :) from Indian movies. Says it, without making it uncomfortable for the traditional Indian 'family' audiences, and says it with a smile.
The only thing I wish was better was the overall acting and execution. Somehow, it just seems a little unnatural. Almost like the actors themselves were not comfortable... The jingle is lovely, as always, and stays with you for a long time! Like it.