Pantene- You Can Shine

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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.

Education Business News & Politics

Pantene - You can shine...

Advertising Agency: Grey, Thailand
Production Company:
Phenomena, Bangkok

Quyen Nguyen (Tina) 7239084

Key Message

You can shine no matter who
you are

How could it be a shampoo commercial ????

?

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?

=
I am so confused?????

What make the ad successful?

…it shows a deep understanding of Asian
culture

…where people are scared of being
different

…and lack self confidence

What make the ad successful?

two-way communication…

The spot won a silver world medal for short film at the
New York Festival (NYF) in February 2009

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Pantene- You Can Shine

1. Pantene - You can shine... Advertising Agency: Grey, Thailand Production Company: Phenomena, Bangkok Quyen Nguyen (Tina) 7239084

2. Let’s enjoy the ad

3. Key Message You can shine no matter who you are

4. How could it be a shampoo commercial ???? ?

5. It is a very strange ad…

6. 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)

7. 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.

8. Source: Institute of Practitioners in Advertising, 2009

9. Why Pantene used emotional advertising? The brand is well known and the market is mature…

10. Why Pantene used emotional advertising? = I am so confused?????

11. What makethe ad successful? because it connects the brand to what the target consumers really care about… Everyone has a dream… Everyone wants to shine…

12. What make the ad successful? …it shows a deep understanding of Asian culture …where people are scared of being different …and lack self confidence

13. Beautiful shot in beautiful music…

14. What make the ad successful? two-way communication…

15.

16. Blogs and Comments

17. The spot won a silver world medal for short film at the New York Festival (NYF) in February 2009

18. Mandatories Logo and slogan – You Her hair remained smooth and shiny during can shine her performance

19. Can competitors do the same? Yes No

Pantene- You Can Shine

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