This came out back in November, but I missed it then. But it is a neat story and you might like to show it in class. Surprisingly, at least to me, this Pantene ad came out of the Philippines. There is some great advertising work going on in developing countries. The ad speaks to Pantene’s core target market, women with aspirations. Of course it also speaks to this father of three girls. Below the ad is a brief expert commentary on the ad. You could show both in a class dedicated to segmentation and targeting, advertising, or viral content.
I sometimes watch webisodes of Thoughtful China a show about advertising in China. The show features leading players in China’s advertising world. This episode asked its guests to show and explain “China’s Best Ads in 2012.” You can link through to the 28 minute show to get more details. Below, you can see some of the ads that I liked best:
The first one is just powerful storytelling at its best — and from a bank no less.
The next ad is one of a series of ads for Taiwan’s Isabelle Wedding cakes. Apparently an older, staid brand, that was looking to change its image. There are a series of 12 ads — one for each sign of the zodiac. You can search Isabelle Wedding cakes on YouTube for more.
Finally, an ad that just kind of surprised me. It looks like an Axe ad that would run in the U.S. I guess it demonstrates how China has been affected by Western culture. Sex sells almost anywhere.
In some ways these ads can be used to demonstrate the quality and similarity of advertising in China as compared to the U.S. (or Europe). These ads are elaborately produced, provide powerful stories that capture hearts. You might also use them as a fun interlude when discussing global demographics and/or the family life cycle — as the first addresses an aging population, the second the (almost) young married no kids, and the third the young single.
Some ads tell a short story story in 30-60 seconds. This ad for France’s mobile phone service provider Orange supports its”Surf as fast as you think!” campaign. This provides an international example of how emotion is often used in advertising. Also posted at Learn the 4 Ps.
This is a pretty powerful campaign – and as you will see, it worked! The case study could be used to demonstrate the power of advertising. If you are using one of our books, it could also fit into a lecture on chapter 1, where we talk about how marketing also applies to nonprofit organizations.
Short, fun, advertisement to show in class. You don’t need to speak Chinese (if that is indeed the language) to understand this one. Also posted at Learn the 4 Ps.