ARROW as a brand has always been synonymous with “Professionalism” a term which in the past seemed to have a certain rules to abide by. But in these fast changing times, ways of doing business and indeed the term professionalism itself has changed. In its latest TVC, Arrow celebrates the changing face of professionalism, and those individuals who are breaking conventions and re-writing the rules of success and creating a momentum. The Bold New Professional has arrived in the brand new ARROW TVC.
The new TV commercial depicts the changing work culture which is mirrored in the clothes of the professionals and how today’s “The Bold New Professional’ does not need corner cabins or an upmarket sounding designations to be successful.
Arrow TV commercial features a young effortlessly elegant and sharp professional with a confident smile on his face as the Arrow man. Capturing some of the memorable lines symbolizing the personality of an Arrow man, this new ad emphasizes on how a bold new professional can make their favourite coffee shop their corner cabin; a CEO does not need to arrive on four wheels; your partners in crime can also be your partners. Concluding with the statement “I don’t believe in rules, except one – Out with the old. In with the bold” Arrow celebrates the changing culture of professionalism which is reflected in the professional’s clothes.
This TVC is consistent with Arrow’s earlier AW14 campaign which defined who a “Professional” is. In this campaign, Arrow is taking a step further and positioning the “Bold new professional” as a guy who just believes in “getting the work done” and is bold enough to challenge the conventional.
“The Bold New Professional” ad was developed by the following team:
Creative agency: Lowe Lintas
Creative: Arun Iyer, Rajesh Ramaswamy, Shiv Parameswaran, Arjun Kumar, Balamurugan S, Chiraag George
Business: GV Krishnan, Sudhir Rajasekharan, Kunal Madhavdas, Pritika Gupta, Sandhya Subramaniam
Planning: Phalgun Tiruvasu, Ravi Bhat
Producer: Phalgun Tiruvasu and Ravi Bhat
Director: Shawn Preston.
