It was a long advert (4.03 in length) that told the story of a little deaf girl seeing a street busker play the violin and wanting to do the same. Her family and society banished the idea , "how could a deaf girl play the violin?" and tell her to leave the music to her sisters piano playing. Scenes return back to the street busker and he inspires and teaches her that music is visible and to play what you feel when you close your eyes.
Being taught and playing along with him busking, the story follows her through a quick succession of hardship and fights and bullying she receives for being a deaf girl playing the violin. The story ends with a music contest and she follows her sister's piano performance with her violin piece teaching the audience about the visuality of music,showing her images and thoughts through the music.
The advert ends with a tagline saying 'you can shine' displaying the Pantene logo.
This advert did confuse me greatly at the end initially, i didn't associate hair products at all throughout the story; but after the brand had appeared thinking back i could see the link between the bedraggled little girl being bullied and the confident young women with the focus on her hair as she's playing on stage at the end.
I would admit that this advert contained huge empathic pushes and really stirs something inside the audience, the combination of music and the story line creates wonderful emotions; but i wouldn't have associated with Pantene until the end and i'm not so sure i would buy Pantene because of this advert.
It did get me thinking however, is that what consumer want in an advert? They want a story, some emotion they want to be entertained, to laugh, to cry, to really feel something from the brand? Is this how people remember adverts?
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