Pantene - You can shine...       Advertising Agency: Grey, Thailand       Production Company:       Phenomena, Bangkok  ...
Let’s enjoy the ad
Key MessageYou 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 ...
Emotional advertisingAn emotion is the first reaction to any stimulus and the driving influence of                        ...
Source: Institute of Practitioners in Advertising, 2009
Why Pantene used emotional advertising?                  The brand is well known and the market is                        ...
Why Pantene used emotional advertising?  =         I am so confused?????
What makethe ad successful?because it connects the brand to what the target       consumers really care about…            ...
What make the ad successful?  …it shows a deep understanding of Asian                                  culture            ...
Beautiful shot inbeautiful music…
What make the ad successful?      two-way communication…
Blogs andComments
The spot won a silver world medal for short film at the     New York Festival (NYF) in February 2009
MandatoriesLogo and slogan – You     Her hair remained smooth and shiny during      can shine                        her p...
Can competitors do the same?      Yes      No
Pantene- You Can Shine
Pantene- You Can Shine
Upcoming SlideShare
Loading in …5
×

Pantene- You Can Shine

5,258 views

Published on

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.

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
5,258
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
71
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Pantene- You Can Shine

  1. 1. Pantene - You can shine... Advertising Agency: Grey, Thailand Production Company: Phenomena, Bangkok Quyen Nguyen (Tina) 7239084
  2. 2. Let’s enjoy the ad
  3. 3. Key MessageYou can shine no matter who you are
  4. 4. How could it be a shampoo commercial ???? ?
  5. 5. It is a very strange ad…
  6. 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. 7. Emotional advertisingAn 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. 8. Source: Institute of Practitioners in Advertising, 2009
  9. 9. Why Pantene used emotional advertising? The brand is well known and the market is mature…
  10. 10. Why Pantene used emotional advertising? = I am so confused?????
  11. 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. 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. 13. Beautiful shot inbeautiful music…
  14. 14. What make the ad successful? two-way communication…
  15. 15. Blogs andComments
  16. 16. The spot won a silver world medal for short film at the New York Festival (NYF) in February 2009
  17. 17. MandatoriesLogo and slogan – You Her hair remained smooth and shiny during can shine her performance
  18. 18. Can competitors do the same? Yes No

×