pantene- you can shine
DESCRIPTION
This presentation is to analyze how Pantene was successful with its emotional TV commercial called "you can shine". The ad did not mention about the brand or the product during its 4 minutes of lenghth. However, it is a touching and unforgettable ad that went viral.TRANSCRIPT
Pantene - You can shine...
Quyen Nguyen (Tina) 7239084
Advertising Agency: Grey, ThailandProduction Company: Phenomena, Bangkok
Key Message
You can shine no matter who you are
How could it be a shampoo commercial ????
?
It is a very strange ad…
Because it is an emotional advertising, not a rational one…
Emotional advertising arouses human emotions to get our attention, to touch us more deeply and to persuade us more
effectively. (Nick Pisacane, 2009)
Emotional advertising
An emotion is the first reaction to any stimulus and the driving influence of action (Eugene Yiga and Ross Regenitter, 2011)
Emotional advertising is to make people love brands, not just buy
them.
Source: Institute of Practitioners in Advertising, 2009
Why Pantene used emotional advertising?
The brand is well known and the market is mature…
Why Pantene used emotional advertising?
=
I am so confused?????
because it connects the brand to what the target consumers really care about…
Everyone has a dream…Everyone wants to shine…
What make the ad successful?
What make the ad successful?
…it shows a deep understanding of Asian culture
…where people are scared of being different
…and lack self confidence
Beautiful shot in beautiful music…
What make the ad successful?
two-way communication…
Blogs and Comments
The spot won a silver world medal for short film at the New York Festival (NYF) in February 2009
Mandatories
Logo and slogan – You can shine
Her hair remained smooth and shiny during her performance
Can competitors do the same?
Yes No
