pantene- you can shine

Pantene - You can shine...

Quyen Nguyen (Tina) 7239084

Advertising Agency: Grey, ThailandProduction Company: Phenomena, Bangkok

Let’s enjoy the ad

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