Sequels often fail to match the success of the original, and advertisements are no different. Brands frequently overextend their campaigns to the point where they become tiresome. WhatsApp is the latest to fall into this trap.
The recent ad, part of the Meta-owned messaging app’s privacy campaign, is a prime example of how a few poor creative decisions can derail a previously successful effort.
The goal of the ad was to illustrate how WhatsApp provides a secure space for communication for those living away from home. While WhatsApp’s core security feature is its end-to-end encryption, the ad aimed to educate users on additional privacy features, such as two-step verification, block and report, and Meta verification, to make chats more secure. The ad takes a good 2 minutes 57 seconds but fails to illustrate the core message of the commercial.
Though the brand had headed in the right direction, it made a few errors along the way — starting with a confusing script that focused disproportionately on the story of the protagonist rather than the security features the messaging platform wanted to highlight.
If the ad had been promoting a ‘translation’ feature, the film might have worked. In the context of privacy, it felt irrelevant and a drag. The commercial was stretched without a clear purpose. WhatsApp features seemed forced and appeared as a last-minute addition.
Created by BBDO India and directed by filmmaker Shimit Amin, known for his work on Chak De! India (2007), Rocket Singh (2009), and other films, the ad had the potential to be more impactful.
In the advertisement world, Amin is credited for award-winning campaigns such as Whisper’s ‘Touch the Pickle’ and Ariel’s ‘Share the Load’. Unfortunately, this time, his mastery is missing.
“Our protagonist, Ikbir’s story is one that will resonate with the millions of Indians who leave their homes and families in search of better opportunities, looking to do more with their lives but need the privacy to be vulnerable and connect with their loved ones, no matter how far away from home they are,” said Amin in his statement to media.
Despite the relatable emotions, the commercial failed to connect the audience with the brand.
However, there was one redeeming element: model-actor Jeevan Shetty. His performance did garner some praise from the audience.
Reassess creative approach
As part of its privacy campaign last year, WhatsApp released one-minute commercial featuring actors Wamiqa Gabbi and Asha Negi. The video captured the bond between the two sisters, subtly integrating the privacy feature into the narrative—the space between the two sisters platformed as a safe. As Negi shared her child’s pictures with her mother, she locked her chat with her sister (Gabbi), who revealed her decision to not embrace motherhood.
This relatable storyline, combined with product placement, made for an engaging ad. It has over 27 million views on YouTube.
In another ad, the brand talked about its ‘message privately’ feature with outstanding visual editing.
During half-time, a footballer sits in his dressing room, having a cryptic conversation with his father, who is watching the match in a public place. Despite the minimal storytelling, the scene never felt absurd. No one, in the reel as well as the real world, is aware of the conversation between the father-son duo. The visual portrayal of WhatsApp’s privacy features was so powerful that dialogues weren’t even necessary.
It showcased how Chat Lock allows users to create a separate folder for private discussions; it’s protected by either password or biometric access.
This year-old commercial has garnered over 8.7 million views. While WhatsApp’s previous privacy campaign shows the potential for impactful storytelling, the recent effort indicates that the brand might need to reevaluate its creative approach. WhatsApp plans to release a series of product films aimed at raising user awareness about safety tools and features designed to protect them from online scams and fraud. It will be interesting to see if the app will learn from its creative missteps or continue to push the campaign with weak storytelling.
Brand: WhatsApp Agency: BBDO India
Director: Shimit Amin