Shah Rukh Khan's showing off his six pack in this film. That would make quite some viewing.\u00a0Yes, and throughout the time inside that hall, we'd be left to deal with ads and abs.\r\nOr so I cracked my first PJ ever. Even in the context of my erstwhile\u00a0favorite\u00a0hero's shirtless stunts,\u00a0the prospect of having to sit through those horrendous stereotypical ads that blare themselves out\u00a0on screen before a film and through the interval couldn't be downed.\r\n\r\nTo this date, a rare experience at my\u00a0favorite\u00a0multiplex is marked by a barrage of those dreadful,\u00a0dilapidated commercials. So much so that I now almost precisely remember every one of them for\u00a0just how pathetic they are, and also because they've pretty much been the very same ones since I\u00a0started going to the\u00a0theater.\r\n\r\nMost ad gurus would rightfully decry the utter lack of new, invigorated ideas and refute those\u00a0advertisements which look like they've been churned out from time machines. But I can't help\u00a0wondering, hasn't the objective of the advertiser, regardless of the mediocre means, been achieved\u00a0by the fact that you actually remember the ad ? What if mediocrity is a strategic compromise?\u00a0Would you alternatively remember a text-book style tooth paste advertisement with a random\u00a0suave looking gentleman at his bathroom sink ?\r\n\r\nAds have a acquired a multi-pronged context in today's times which seem to be governed less by\u00a0what companies say about their products and more by what customers say about them, thanks\u00a0largely to the advent of the numerous forms of media. It is in this context that certain companies\u00a0sometimes feel the need to go out of the way and leave a lasting impression, even if that means\u00a0considerably lowering the estimated IQ of the average viewer.\r\n\r\nSo when Nissan comes out with an ad that adds a hundred vowels to the name of the product it\u00a0manufactures to convey increased space, or Colgate assumes it's plausible to bring in a TV crew\u00a0to your bathroom while you brush, or even those laughably ludicrous Fair and Lovely ones where\u00a0grotesque faces magically transform in to sparkling ones, through all the whining and lamenting, it is impossible\u00a0to ignore the indelible impression they leave on the viewer's mind.\r\n\r\nOf course there are the creative gems in every ad market, which do carve a niche for themselves\u00a0in people's minds. And thankfully, we're living in times when this is only on the rise. Nevertheless,\u00a0there are often overwhelmingly suggestive examples for the contrary. You may moan when\u00a0you see a disconcerting, full page ad on the front page of your morning newspaper but make no\u00a0mistake, you'd rummage through the archive for that ad when you need to make a serious buy.\r\nImpressions matter. Unintelligent or witty, blatant or subtle, loud or serene, creating the requisite\u00a0imprint would be the fundamental objective of any ad maker. Even if being a momentary philistine is\u00a0a requirement.\r\n\r\nBe it with the masses or otherwise, dim-witted ads are here to stay; possibly even flourish in the\u00a0appropriate circumstances. And sadly enough, this is hardly a profession that can claim to run on\u00a0karma.