This presentation is to analyze how Pantene was successful with its emotional TV commercial called "you can shine". The ad did not mention about the brand or the product during its 4 minutes of lenghth. However, it is a touching and unforgettable ad that went viral.

1. Pantene - You can shine...
Advertising Agency: Grey, Thailand
Production Company:
Phenomena, Bangkok
Quyen Nguyen (Tina) 7239084

2. Let’s enjoy the ad

3. Key Message
You can shine no matter who
you are

4. How could it be a shampoo commercial ????
?

5. It is a very strange
ad…

6. Because it is an emotional advertising, not a
rational one…
Emotional advertising arouses human emotions to get our attention, to touch
us more deeply and to persuade us more effectively. (Nick Pisacane, 2009)

7. Emotional advertising
An emotion is the first reaction to any stimulus and the driving influence of
action (Eugene Yiga and Ross Regenitter, 2011)
Emotional advertising is to make people
love brands, not just buy them.

8. Source: Institute of Practitioners in Advertising, 2009

9. Why Pantene used emotional advertising?
The brand is well known and the market is
mature…

10. Why Pantene used emotional advertising?
=
I am so confused?????

11. What makethe ad successful?
because it connects the brand to what the target
consumers really care about…
Everyone has a dream…
Everyone wants to shine…

12. What make the ad successful?
…it shows a deep understanding of Asian
culture
…where people are scared of being
different
…and lack self confidence

13. Beautiful shot in
beautiful music…

14. What make the ad successful?
two-way communication…

16. Blogs and
Comments

17. The spot won a silver world medal for short film at the
New York Festival (NYF) in February 2009

18. Mandatories
Logo and slogan – You Her hair remained smooth and shiny during
can shine her performance

19. Can competitors do the same?
Yes
No