The More Things Change...

...the more they remain the same.
TV viewers of the One-day cricket in India recently were 'treated' to an ad.

A red swimsuit clad PYT swimmingly emerges from the sea in a long-shot to end up in a closer shot (no pun intended). The shot ends there and there is a transition to the category/brand...a cement brand. A VO did link up the two,somewhere.
Where did this come from? A lot of us were wondering.
All communication , I believe, emerges from an 'complicit' model of consumer behavior that the creative believes engages with the consumer. What is the Complicit Model here? A lot of People Like Us (PLU) were tut-tutting away at this piece .
Guess what...we all noticed it in the sea of advertising , discussed it and even remembered the brand in many cases. Given that limited-overs cricket in India transcends class barriers , was the creative intent to cut through and register brand across target groups ? Was that the intent?
Was the Complicit Model that the category is dull boring one which needed the kind of treatment to get attention?
If so ,maybe it worked. Maybe the brand-owners are laughing all the way to the bank as we speak...maybe creating communication for all does require different mental models of the market? And not all of the models are what the chattering classes feel comfortable with.
Tell me what you think...