Usually, adverts and advertising work to stand out in an ever-crowded marketplace, and in doing so, evoke specific emotions that trigger us to remember the product or service they are selling. Most rely on the strongest emotions including excitement, envy, anger, love, hatred and happiness, and many feature fast-paced 'storylines' that absorb the viewer for seconds or minutes. Watch a whole advert break and you may well have experienced a rollercoaster of emotions that are anything but relaxing! Despite this, how many actually acheive a memborable reaction the first time you see them - the answer - not many. Most rely on endless repeats of the content for us to commit it to memory, and those that succeed, rely on a careful blend of 'story' and 'brand messaging' to create the right response.
On Sunday, Dove United States released a new video called 'Dove Real Beauty Sketches' drawing on the statistic that only 4% of women around the world consider themselves to be beautiful. Using the strapline 'you are more beautiful than you think', this video doesn't need much explanation, but it's the first advert in ages that has made us stop, watch, listen and absorb, without relying on fast-paced emotions! Watch it for yourself and see what we mean...
#DoveDoesItAgain