Dove - the skin care brand - has the most viewed viral advertising campaign ever. It got there because it’s three key features: honest, simple, and patient.
The campaign relies on testimonials, but unlike most commercials who do the same, the people on screen clearly want to testify. They aren’t actors selling something. They’re regular, seemingly middle class people talking, and they just happen to be on screen.
If you pay attention, we never leave the studio. There are no exotic locations, no sweeping vistas, or elaborate sets. If you walked into the room with none of the equipment in there, you would think it’s just some office building.
It’s where most people work and live. The typical workplace might not have the perfect lighting and wide open areas like in the ad, but the set shown here looks much closer than, say one from Victoria’s Secret.
The people who made this took their time. Because they didn’t constrain themselves to 30 or 60 second ad, they had time to tell a story. Over the course of the 3:01, we start to see what the artist Gil Zamora is doing right along with the women. We build a relationship with both sides and as a result, are both surprised and pleased when the reveal finally comes. There was no need to fit everything into very little time. If you have an honest story to tell, it will spread.
Check out the advertising campaign below and tell us what you think!Read More… Post Comment