Institutional Advertising

For our final example in this series I chose an institutional advertisement.  Instead of focusing on a product, institutional advertising is focused on the name and prestige of an organization.  This can be done for various purposes but is often done to either improve or help establish a particular image for the company.  After the Gulf oil spill, British Petroleum put together several institutional advertisements designed to help improve their image.  This Always commercial isn’t focused on overcoming an image problem but instead is being used to advocate the cause #LikeAGirl.  If you want a longer example, here’s another Always commercial that has the same goal.