What is one thing that almost every girl is self-conscious about? Her hair! What is one thing that almost every person is self-conscious about? Accomplishing their dreams! Well, Pantene touches on both subjects. It seems as though Pantene wants to reach out to everyone, girls and guys. Guys like having nice hair and presenting themselves well, too. Pantene knows how to sell a product well. Their commercial strategy is almost flawless.
When selling a product, you need to lure people in. Pantene does this by making their commercial about four minutes long. In these four minutes, you are introduced to characters which you sympathize with. There's a sort of fairytale style to the commercial, which always works. Fairytales are the most recognizable stories among people. There is always a good person, a bad person, and a person who saves the good person. The audience loves the good person and sympathizes with them, just like we sympathized with the deaf violinist.
At the end of the commercial, she accomplishes her dreams. The viewers are happy and admire her. Quickly, after the audience gives her a standing ovation, the viewers are told "you can shine". Well, everyone wants to accomplish their dreams and everyone wants to look good. So why wouldnt you be more likely to buy Pantene!? In other shampoo commercials, the viewers are shown a quick clip of happy people with nice hair. But in the Pantene commercial, the viewers are given a chance to connect with the characters. Also, as a user of Pantene shampoo, I love it.
I liked the ideas you brought up in your response, but I think I would have liked to have seen you elaborate more. For example, maybe explaining why you felt there is a fairytale style to the commercial. Was it because of the fairytale-like relationship between the street violinist and the young girl violinist? I also liked that you said how in other commercials we are only shown short clips of people with beautiful hair and in this commercial we are given a story.
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