洞悉消費者心理(consumers' insight)的廣告, 近期在香港較罕見, 所以一看到這個美國DOVE的廣告,就很喜歡。
這廣告在2010美國超級碗(Super bowl)大賽電視直播期間播出, 廣告費相當高昂, 肯花錢賣廣告, 可想而知男性個人護理用品市場, 擁有相當潛力。
Super bowl commercial 2010 dove men care
45秒的廣告歌, 濃縮了男人的幾十個年頭, 果然犀利。
歌詞：
Get born, get slapped, now get to school
Get good at sports, always look cool.
Let's be strong, know how to fight.
Stay out late, but be polite .
Find a nice girl who'll say "I do"
Then have three kids who'll look just like you.
Release the hedge and mow the yard.
"Honey, can you open this jar?"
If you hear a noise in the middle of the night, check it out with a flashlight!
You've reached the stage where you feel at ease.
You've come this far and it wasn't a breeze.
You can take on anything; of course you can!
Because...you're a MAN!
想知多一點:
According to Brand Republic, “A spokesman from Unilever said the ad follows Dove Men+Care research which found that three quarters of men over 30 feel that advertising does not represent their real lives.” Hence, the campaign stresses the life of real men and the journey they embark on to become comfortable in their own skin.
source: http://campaignlive.co.uk/news/982471/Unilever-break-Dove-Men+Care-ad-March/
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