MxMIndia

Tag: anil thakraney

  • This is your usual formula advertising. However, because they have used bird calls as the creative tool, the ad looks fresh and entertaining. Tells you how a simple device can lift an otherwise ordinary creative

    Debrief: SetWet: Quirky Cool

    By Anil Thakraney

     

    The SetWet guys have released a quirky ad for their deodorant spray called SetWet Cool. Titled ‘Lovebirds’, a group of horny guys make bird sounds to attract the pretty ladies. Exactly like the birds do as their mating call. But our birds, oops, gals, don’t respond, though they seem to be enjoying all the attention. Then our hero arrives. The dude sprays SetWet on his hot bod, instead of making desperate bird calls, and naturally this trick works. He gets the chicks.

     

    It’s a typical before/after format, the sort we see in every other ad. Also, male deos have to show girls swooning, that’s part of the established template, and SetWet hasn’t deviated from it. In other words, this is your usual formula advertising. However, because they have used bird calls as the creative tool, the ad looks fresh and entertaining. Tells you how a simple device can lift an otherwise ordinary creative. And the bird call will help the brand get a distinctive personality, which is crucial in this noisy category.

     

    Still, one question remains: The models featured in the ad are all firangs. Wonder why this is the case. Surely Indians would connect better with fellow Indians. I can only hazard a guess. Perhaps the advertiser chickened out, fearing a backlash from desi feminists. However cool the idea might be, the situation does fall in the realm of eve teasing. And that is a very, very bad thingy in India these days.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=jyiBE9_Joeg[/youtube] 

    Rating: (On a scale of 1-5): 3. Smart creative device helps the ad stand out.

     

  • Conspiracies make for juicy gossip sessions. No one is willing to even accept the possibility that Singh may have simply killed himself in the dead of the night

    Anil Thakraney: The Ram Singh conspiracies

    By Anil Thakraney

     

    And so, as you would expect, the media (mass and social) is buzzing with conspiracy theories over rapist-cum-killer Ram Singh’s death. Every single bizarre theory is being propounded, but no one is willing to wait for the inquiry committee to do its job. Why? Well, because conspiracies make for juicy gossip sessions. No one, not even the Tweeters, is willing to even accept the possibility that Singh may have simply killed himself in the dead of the night.

     

    Think about this: The whole world is baying for your blood, you have been identified by the key witness, there’s no chance in hell of getting out of this mess. Every other day you are being forced to eat shit, or being sodomised by fellow inmates. And the jail staffers aren’t really keen on stopping the torture, they are, in fact, delighted at the free entertainment. Also, if it took them four long years to get rid of a hardcore terrorist like Kasab, you may have to live in this hell-hole for a much longer time. So what’s the best option? Get the bloody f*&k out. I or you would do the same thing in these circumstances; we would find crazy methods to eliminate ourselves. I can imagine Singh convincing himself every other day with this compelling logic: Katle bhaiyya, isi mein samajhdaari hai.

     

    In other words, it’s entirely possible the undertrial invented an ingenuous method to commit suicide. Therefore instead of indulging in wild conspiracy theories, the media should spend all its time and energy in questioning the Tihar officials for their gross negligence. Here was a man dying to kill himself, they ought to have known.

     

    One other thing: Once again the so-called human rights activists are out of the woodwork. All vociferously defending the rights of the scumbag called Ram Singh. It’s funny how these guys always rise for the rights of criminals, but never for the victims and their families. If you suffer from a low blood pressure problem, watch these folks in action. You’ll heal without any medical help.

     

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    PS: Spotted Arvind Kejriwal smiling at me from the back of a Delhi auto rickshaw. Poor man, guess he needs to find low cost avenues to fund his party’s promotions. Kejriwal certainly won’t be able to afford a full page ad in the TOI. Anyway, do hope the ‘aam aadmi leader’, while buying space from the rick drivers, convinces them to stop denying their aam aadmi passengers. After all, it is these dolts who, with their refusal to ply, triggered the horrific Delhi gang rape and murder.

     

     

     

  • It's a good ad. For two reasons. One, we are talking real change out here, unlike the gassing that usually goes on over women's issues. Two, for a change, SRK has been used correctly in an advertisement

    Debrief: Tata Tea: Good use of Women’s Day

    By Anil Thakraney

     

    Tata Tea, the brand that favours public service advertising, did a special number for Women’s Day. They roped in Shah Rukh Khan, I guess because of his popular persona of a ‘ladies man’. Well, at least they had some logic going, usually SRK is used mindlessly in all ads.

     

    So this lady journo has gone to interview Shah Rukh on Women’s Day. The hero belts out the usual stuff about the need for women to stay ahead of us ghastly men in all walks of life. The reporter stumps him with a deadly question (wow, that’s unusual for TV journos!). Why does the heroine’s name appear after the hero’s name in the movie credit titles? An unnerved SRK reaches for his cup of Tata Tea to clear his thoughts, though am sure he would rather have a smoke. And then our gallant hero makes a promise that from here on the lady actor’s name will appear ahead of his. Change made. Small change, and that’s the message from Tata Tea: Make small changes.

     

    It’s a good ad. For two reasons. One, we are talking real change out here, unlike the gassing that usually goes on over women’s issues. Two, for a change, SRK has been used correctly in an advertisement. He plays himself, and this interaction with a journo can easily be happening on the lawns of Mannat. Therefore the communication is credible. And credibility is a rarity in SRK ads. High marks just for that.

     

    However, what the star promises isn’t a small change, it’s actually a pappu change. He should have been compelled to promise that actresses in his movies will now get paid as much as he does. Now that’s the equality we want! Think it’s time for me to interview Mr Ladies Man. 🙂

     

    Rating: (On a scale of 1-5): 3.5. SRK used well. Good, topical idea.

     

  • The man's sudden disappearance into thin air presented an opportunity for the media to conduct a large-scale, nation-wide investigative story. This was not done for seven long years. So why all the chest-thumping now?

    Anil Thakraney: Little Bitti Madness

    By Anil Thakraney

     

    I was travelling all of last week, and therefore I caught up with news television in small doses. And the comedy circus I saw over convicted Odisha rapist Bitti Mohanty’s arrest left me guffawing. Times Now was busy trying to grab credit for the arrest, as were, I suspect, a few other channels. Perhaps that’s the reason I spotted a faint smile on the rapist’s face, I can think of no other reason for this, the chap faces a hard time in prison.

     

    Two messages I want to send to editors of news channels. One, the media had absolutely no role to play in young Mohanty’s capture. From what I could gather, the Kerala police received a tip-off from an unknown source, they investigated and found the absconder. So then why were some channels gloating? It completely beats me. If you have been raising the issue of the rapist’s disappearance on your silly chat shows, and if that had put pressure on the security agencies across the nation to launch a desperate manhunt, then perhaps you have some reason to gloat. How can you take credit over a chance capture? It’s beyond belief.

     

    In fact, I would say the man’s sudden disappearance into thin air presented an opportunity for the media to conduct a large-scale, nation-wide investigative story. This was not done for seven long years. All that the channels did was indulge in a lazy rant, so why all the chest-thumping now? Is Times Now expecting a Pulitzer for this ‘grand success’? All I can do is snigger away.

     

    The other thing I wish to say to the editors is this: Even if you DID conduct a huge investigative campaign which led to the discovery of the vanished man, it’s extremely distasteful to gloat on air. Shows you in a very poor light. Confident people and brands don’t pat their own backs, they wait/hope for others to do it for them. Hope my colleagues in the television media remember this truth when they actually contribute in a crime expose. In Mohanty’s case, they were caught napping. Gloating over this one is a ROFL moment for their viewers.

     

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    PS: A good example of how to make technology get out of its cold environs, and come alive with fun and games. At least in the advertising. Dell says you have to create an alternate universe. I say you need fertile imagination. After all, what is high tech minus imagination? Must-watch for creatives who get bogged down by briefs on hardware and software products/services.

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=qBETjUv0iXk[/youtube]

     

     

     

  • While one is all for feminism, I am allergic to militant feminists, the sort who are convinced that every single male walking the earth is a bloody misogynist, and the creep deserves to be immediately annihilated. Obviously this kind of thinking is counterproductive

    Anil Thakraney: Be a cool feminist

    By Anil Thakraney

     

    While one is all for feminism, I am allergic to militant feminists, the sort who are convinced that every single male walking the earth is a bloody misogynist, and the creep deserves to be immediately annihilated. Obviously this kind of thinking is counterproductive. And what worries me is this, and I state this from firsthand experience, having spent a number of years in the world of media and advertising: More and more young women seem to be growing into the militant mould in the world of communication.

     

    How did this come to happen? Well, if the mother hen, so to speak, is virulently anti-male, the chicks, so to speak, who work under her, are sure to emulate the example. And this leads to the mushrooming of hard-edged feminists in media companies and advertising agencies. Let me tell you this very candidly: There’s nothing more off-putting and repulsive than a woman who’s convinced of male inferiority, and whose mission in life is to go one up on us men.

     

    On this Women’s Day, here’s a thought for my fairer friends: The reason women make for better team leaders is because of the feminine values they bring to the table, apart from the obvious gender-neutral leadership skills. She can be tough and compassionate at the same time. She can be extremely focused yet sensitive to her people’s needs. She brings in a great deal of commitment to the job, and yet gives poor performers in her team a long rope. This makes for a deadly combination of professionalism and humanity, and this is why I strongly believe the CEO ratio, which is currently skewed in the favour of men, will swing the other way in the coming decades. Yes, women make for better leaders, that I am entirely sure about.

     

    However, the militant sort fritter away their natural advantages by trying to constantly score over men, by being intolerant of any criticism of feminism, and by being dogmatic in their set beliefs. And ironically, when they do this, they make the same mistakes we men have been making for centuries. In fact, they become exactly like us men!

     

    As the Indian corporate world stands on the cusp of change, I urge my beautiful colleagues to be proud feminists. But to not lose their innate feminism in the process. That would go directly against what they are trying to achieve. Be strong. Be sexy. Be cool. Be kind. And we cave men will love and respect you even more.

     

    Happy Women’s Day!

     

     

  • The jingle sucks, it's slow and drab, makes you feel sleepy, writes Anil Thakraney on the new Mahindra XUV500 ad

    Debrief: Mahindra XUV500: Lacks the ‘wow’ factor

    By Anil Thakraney

     

    Mahindra XUV500’s new ad is a classic case of noble intention backed by wanting execution. In short, operation successful, and you know the rest.

     

    It’s a good idea, perfect for a rough terrain SUV. A group of friends, a bit bored with life, zip off on a wildlife safari in South Africa. The setting immediately allows the vehicle to demonstrate its ruggedness. And once you’ve cracked that, it’s now all left to the execution. As the jingle belts out a sweet melody, our friends, as expected, encounter some wildlife. Giraffes, rhinos, wilder beasts, ostriches, etc. They finally have a close encounter with a cheetah, the ad’s show stopper, so to speak.

     

    Two problems with the execution. The jingle sucks, it’s slow and drab, makes you feel sleepy. When it should have been adventurous and uplifting, given the setting. They should have used one of those superb Zindagi Na Milegi Dobara songs, that would have worked nicely for pals on a long journey. The other problem is with the wildlife sighting. It’s either a cut-paste job, or the editing is poor. The encounters with animals don’t look real at all. An idea like this needed a ‘wow’ treatment; it should have had us on the edge, especially when the cheetah mounts the Mahindra XUV500’s bonnet. Because it looks like cinematic trickery, the TVC leaves you unmoved.

     

    Sad, really. They ought to have pulled all stops to make this idea rock. Instead it remains at the average level.

     

    Rating: (On a scale of 1-5): 2.5. Good idea. Deserved kickass execution.

     

  • Why doesn’t a smart TV news channel offer Justice Katju his very own daily show? For half an hour every evening, our all-round expert vents on national television, gifting us with his gems for the day in his inimitable style

    Anil Thakraney: Wanted: Justice Katju Unplugged!

    By Anil Thakraney

     

    I like Justice Markandey Katju. Not necessarily as the chief of the Press Council, but as an ever-green television personality. He is like a breath of fresh air on the news channels that otherwise saddle us viewers with the same bunch of bores and jokers. Katju won my heart when he famously declared that 90 percent of Indians are fools. Though I would have loved him even more if he had pegged that figure at 99 percent. That would be a more accurate description.

     

    That apart, Justice Katju is a highly entertaining man. He speaks his mind ferociously, doesn’t shy away from television pow-wows, and revels in controversial situations. Although the man denies he makes such sensational remarks to court controversies, I am quite certain Katju enjoys being on prime time. It’s perhaps an unfulfilled desire being satisfied. This explains why he frequently provokes powerful people/groups, and gets into television skirmishes. His more recent targets of ire were BJP’s Arun Jaitley and Narendra Modi. Previously, he’s taken on the media, movie stars, cricketers, Mamata Banerji, Pakistan… the list is long. Shri Katju has an opinion on everything under the sun and the moon, and his kickass views are always captivating. When he’s not invited to the TV studios, our man lets off steam on his Twitter page.

     

    And this gave me an idea: Why doesn’t a smart TV news channel offer Justice Katju his very own daily show? A ‘Justice Katju Unplugged’ sort of a thingy. For half an hour every evening, our all-round expert vents on national television, gifting us with his gems for the day in his inimitable style. That Katju is totally entertaining we already know, but having served as a judge, he carries enormous credibility (which is why Suhel Seth and Shobhaa De, who too have an opinion on everything, don’t qualify). I think the show will score heavy on the TRP charts. And it will be a welcome break from the same dull bores we watch on television debates every evening.

     

    So here’s hoping one of our TV honchos makes this offer. I am quite positive Justice Katju will lap it up. Even though the first target of his vitriolic attack could be that very channel, you can never rule anything out with His Honour. See, that’s why the man is such a hit.  🙂

     

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    PS: Haha. Any ad person will tell you these posters are an agency creative’s nightmare. A couple of Irish designers have turned the worst comments from clients into hilarious posters. They are funny, provided you read them after a few large pegs.

     

    Link: http://www.demilked.com/sharp-suits-posters/

     

  • It's superb because it strikes at the heart of the tournament; the IPL is more fun than games, it's an outdoor party where everyone is legally allowed to make a complete fool of themselves

    Debrief: IPL: Tamasha full-on!

    By Anil Thakraney

     

    Good fun campaign from Sony MAX for IPL 2013, I love it. And I say this despite the fact that I abhor this format of ‘cricket’, if it can be called that. That’s because the campaign is tailor made for this pyjama sport.

     

    The punchline sets the tone straightaway: ‘Sirf Dekhneka Nahin’. It’s superb because it strikes at the heart of the tournament; the IPL is more fun than games, it’s an outdoor party where everyone is legally allowed to make a complete fool of themselves. And for a change, a celebrity has been cast intelligently: Choreographer Farah Khan.

     

    Khan visits people’s homes/offices, and encourages them to not just watch the IPL, but dance wildly as well. She, along with her equally peppy ‘live band’ companions, shows people the right moves, and this makes the ads entertaining. In one commercial, Khan demonstrates to some serious officers how to celebrate when a player hits a boundary. This leads to madness in the boardroom. In another ad she gets some rather ‘healthy’ kitty party ladies to let off steam, causing an earth shaking situation, quite literally.

     

    Haanji, lots of masti, naatak and mazaa, which is the correct route for IPL. Khan does a fab job as the loud, energetic dance master, she is like this in real life too, and therefore she performs effortlessly. Her madness rubs off on all the others. Also, must say the script is well crafted, the junta will enjoy this comic stuff.

     

    Rating: (On a scale of 1-5): 3.5. Perfect approach for tamasha cricket

     

  • These duels have to be fought on the marketing battlefield, not in courtrooms. That’s where the real action is

    Anil Thakraney: The Dettol/Vim slugfest

    By Anil Thakraney

     

    So, the Vim (Lever) guys have taken the Dettol (Reckitt) guys to court over the dishwasher ad. This sounds like a lot of fun waiting to happen. Because comparative advertising is always entertaining, as we viewers sit back and watch two marketing giants slug it out.

     

    Hit this link for the full story: http://www.mxmindia.com/2013/02/bang-bang-fmcg-majors-slug-it-out-via-ads/

     

    However, I have always believed that involving the courts to sort out ad disputes is a waste of time, energy and money. For two reasons: One, by the time the court order to pull the ‘offending’ ad arrives, the damage is already done. And even after the court order, a canny marketer will find an innovative way to keep the onslaught going.

     

    In this particular case, I know where Dettol is coming from; even though it’s an old, established brand, their dishwasher is a new product, and they had to do desperate things to grab some of the leader’s (Vim’s) market share. Which explains the full and frontal attack. And it makes enormous strategic sense. Vim has always promised tough action on grease (the ‘visible’ problem). Dettol has played to its core strength, they say it will kill the germs (the ‘invisible’ problem). So it’s a strategic move that makers of Vim should have seen coming, they ought not to be surprised. Dettol’s USP across its product range has been the antiseptic value, so they were going to play that card with the dishwasher too. And methinks it’s going to work, nothing better to get the worried mama’s attention than to speak bacteria with her.

     

    So what should Vim do? Well, they have retaliated, but their reactionary ad, while on the right track, is a tad weak. The ad says that an antiseptic is harsh, and that Vim clears germs too, but that’s not powerful enough. That’s like a rap on the knuckles of a person who’s just punched you in the face. I think Vim should launch an all-out counter attack, and hit Dettol where it hurts. They should create hard-hitting ads on how, for example, the residue left behind by an antiseptic agent can be detrimental to the family’s health. In fact, they should create a huge scare around it. That would put their opponent on the back foot.

     

    Net net: These duels have to be fought on the marketing battlefield, not in courtrooms. That’s where the real action is.

     

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    PS: How dare they mock the vegans! I am a ghaas phoos khaanewala, and I take serious offence to this Taco Bell ad. Thanks to the pressure exerted by people like me on the social media, they were compelled to pull this commercial. Good riddance, I say! 🙂

     

    Link: http://video.ca.msn.com/watch/video/taco-bells-banned-commercial-offends-vegetarians/2jqa6o5h?cpkey=377f705b-f017-5f96-25ec-65077f4c813b%257c%257c%257c%257c

     

  • Here's my vishesh tippani on some of Chiduji's outstanding proposals, all based on street logic. Which is actually the best way to analyze a budget

    Anil Thakraney: Budget: The Hard Ground Realities

    By Anil Thakraney

     

    I am no Nani Palkhivala. Therefore, if you are looking for insights on fiscal deficit and other such financial jargon, you are at the wrong place. Regardless, here’s my vishesh tippani on some of Chiduji’s outstanding proposals, all based on street logic. Which is actually the best way to analyze a budget.

     

    10 percent super tax on the super rich: Good. As I said in an earlier post, if our bada seths won’t be generous voluntarily, they have to be compelled. The sad reality, of course, is that this will be a super tax on the super rich on their ‘white’ income. So you can well imagine what the fat cats’ POA will be to counter this new menace.

     

    Cigarettes will cost more. Wow, that’s a new one! How imaginative, Chiduji! I think time has come to thank our smoker pals. Year after year they help to narrow India’s fiscal deficit. And we keep kicking them out of public places. Unfair!

     

    India’s first All-Women Bank: Well, I can already see the bank robbers smiling. Jokes apart, this is not what India’s aam aurat needs. What she needs is things like public toilets, especially ladies from the lower strata.

     

    Nirbhaya Fund of Rs 1000 crore for women’s safety: Firstly, it’s injustice to the dead girl that this is not being drafted in her own name, but in a pseudonym coined by a newspaper sub. Secondly, I don’t know if the fund will go into keeping our women safe, but it does sound like a lottery win for some netas and babus. Both, male and female.

     

    TDS of 1 percent on property sales exceeding Rs 50 lakh: This will take us right back to the ‘B&W’ era. Even high end apartments will go for 49.5 lakh rupees.

     

    Service tax in air-conditioned restaurants: You are all welcome home. And please invite me too.

     

    My dream of owning an SUV now looks more unreal than ever. Nano, here I come!

     

    One last thing: My maid was swabbing the floor when Chiduji was busy delivering his address to the nation. She asked how the budget will change her life. I said she’ll now have her own bank, so no need to mingle with us lecherous men. Her swift response (which I have politely translated from her Marathi): “But where’s the money to deposit, sahib? I am okay with lecherous men, give me some money instead. That’s more important.”

     

    Good luck to the UPA for the 2014 elections.

     

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    PS: While on the subject of budgets, I have just one thing to say on the railway one: The mantri forgot an easy revenue source. He should find a way to penalize passengers who litter the compartments and dirty the loos. This will result in many of us ditching air travel and returning to the trains. Make no mistake about this: Railway is the most beautiful way to travel in this country. Unless you own an SUV, which, thanks to Chiduji, is now way out of my league.

     

  • I am all for crazy stuff. But the crazy must fit into the brand promise smoothly, else it's a waste of time. People, break the clutter by all means, but break it with an intelligent method

    Debrief: Havells Fans: Stupid pun

    By Anil Thakraney

     

    Havells Fans’ advertising usually shines, but their new ad makes you squirm. No, they haven’t done anything safe, the ad still tries to stand on the legs of an offbeat idea, but on this occasion the idea sucks.

     

    The TVC is set inside a marriage registrar’s office. A just married couple has arrived to ‘regularize’ their shaadi. The clerk is noting down their details, and she assumes that the bride will now adopt her in-law’s family name. But the ‘forward thinking’ groom corrects the lady. He declares, quite proudly, that it is he who shall change the family name, and not his newly minted missus. As you begin to wonder where this is going, we are introduced to Havells Fans. The connect? It’s in the punch line: Hawa Badlegi.

     

    Now that’s a really desperate pun if there ever was one. It’s forced, it’s juvenile. I can imagine a trainee copywriter being put under pressure to come up with something funky, and he/she pulls a stunt with ‘winds of change’. The fact that this nonsense turns into an ad is a compliment to the ad agency’s selling abilities.

     

    Don’t get me wrong, I am all for crazy stuff. But the crazy must fit into the brand promise smoothly, else it’s a waste of time. And punning, to my mind, is usually the work of a lazy creative person. People, break the clutter by all means, but break it with an intelligent method.

     

    By the way, it’s an excellent ad for a marriage counsellor.

    Rating: (On a scale of 1-5): 0. Forced pun. Doesn’t work.

     

  • I have been faithfully watching the Oscars for donkey's years, and I have to say this: This year's event was most definitely the worst show put up by the Academy Awards organizers

    Anil Thakraney: Oscar Disaster

    By Anil Thakraney

     

    First, let me vent my frustration with Star Movies. Their Oscar capsule, which was telecast from 8pm on Monday, ran for five long hours. The over-the-top Filmfare guys haven’t sunk this low. And that was mainly because of the zillion ad breaks. Now, I know the channel would want to maximize revenues on a blue chip show, and yet, surely there has to be a healthy balance between content and commerce. Surely there’s no gain in pissing people off. There has been talk of limiting advertising time on television programming, Star Movies has made me hope that becomes a reality.

     

    Having got that off my chest, let’s discuss the show itself. I have been faithfully watching the Oscars for donkey’s years, and I have to say this: This year’s event was most definitely the worst show put up by the Academy Awards organizers. It was intolerably dreary, very, very wannabe, they tried too hard to please, and ended up with a mighty egg on the face.

     

    Host Seth McFarlane’s ‘jokes’ (who the hell is this dude? Did they pick him up from an NYC street theatre group?) were sick and desperate. It was almost like he was begging, pleading with us to laugh. What I badly wanted was to swat his silly face. Hope never to meet this guy ever again on television.

     

    Most of the live performances were insipid (aside from Adele, who’s always good). I have often dissed item numbers at desi award fests, but after watching the Oscar sham, I am having second thoughts. Perhaps they should have invited Angelina Jolie to shake with ‘Sheila Ki Jawaani’. Yes, it was THAT boring.

     

    Lastly, and this isn’t the organisers’ fault… it’s in keeping with their poor run this year… even the award acceptance speeches were utterly disgusting. Only Daniel Day Lewis was witty, all others should have said ‘thanks’, and then vamoosed.

     

    Here’s the key problem, as I see it: The Oscar suits are trying too hard to connect with the younger audiences, and that’s why all those sick sexist jokes and the ‘We Saw Your Boobs’ sort of trash. This is exactly like the 58 year old Chairman of a large company, an otherwise prim and propah gentleman, arriving at an office party dressed in Bermuda shorts and floral shirt. So that younger colleagues can treat him as a friend, as one of them. Doesn’t work Sirji, it never has! Stay serious, dear Mr Oscar, keep the suit on. We like you thataways.

     

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    PS: Haha. Very, very cute ad for Volkswagen Jetta, I love the idea. Which is that when you are facing death, your entire life flashes by you. Except that in this case the protagonist is a newly born baby, and this makes the TVC hilarious.

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=LcF5Y7WIRVM[/youtube]