Hico, a popular ice cream brand in Pakistan, recently released a new advertisement showcasing their latest ice cream flavors. However, the ad has sparked significant criticism from viewers who found its storyline unrealistic and misleading.
Hico: The Ad’s Plot
The ad features a woman who receives a job offer from a multinational company (MNC) via a letter. Excitedly, she goes for the interview, only to find out that the company is not an MNC and the job offer was a con. The ad then transitions to promoting Hico’s ice cream, suggesting that unlike the fake job offer, their ice cream is made from real dairy and not a frozen dessert. The tagline reads, “Don’t fall for cons, enjoy the real thing with Hico’s ice cream.”
Critics were quick to point out several flaws in the ad’s narrative. Firstly, they highlighted that it is highly unusual for job offers to be sent via letters in this digital age. Moreover, receiving a job offer before an interview is not standard practice; usually, candidates are interviewed before any job offer is made.
Many viewers took to social media to express their displeasure. They felt the ad was unrealistic and failed to reflect actual job-hunting experiences. One user commented, ‘Not convincing,copy is also week’. Another added, “MNC are now history in pakistan.”
The backlash from the ad has put Hico in a tough spot. While the intention was to emphasize the authenticity, the poorly executed storyline detracted from the message. Critics argue that the brand missed an opportunity to effectively communicate the quality.
Hico’s latest ad campaign aimed to highlight the genuine quality of their ice cream but ended up facing criticism for its unrealistic portrayal. The brand’s intention to differentiate their product as real dairy ice cream from frozen desserts was overshadowed by the storyline.
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