Health and Wellness > B: Education & Services
LOWE, Bangkok / UNILEVER / 2014
Overview
Credits
Audience
This ad is aimed at parents, Mothers primarily, to make them conscious on how important their role is in instilling good brushing habits to their children. Currently they are aware that their children need to learn and practice brushing day and night -- but teaching the habit should not just be lip service, rather they must live by example too.
In terms of type of execution, they react positively towards interesting storytelling that they can relate to, stories that show roles of Moms that they wish to aspire for.
BriefExplanation
BriefWithProjectedOutcomes
Most of the oral care brands advertising in Indonesia solely focus on what the product does. It is common to see impersonal, clinical and technical ads that do little to engage nor connect farther than functional promise. Pepsodent has taken a step forward by advocating and educating consumers on the importance of having good brushing habits, on top of merely selling products. More so, in Indonesia, Censorship Regulations bar dental healthcare professionals from appearing in specific brand advertisements. Hence, the route of identifying and showing a real human insight played a critical role in imparting the habit, without resorting to a straight-forward educational film.
CampaignDescription
Pepsodent's commitment to providing products that enable mothers to take better care of her family's oral health and its Brand Communication Idea of "Protection for Real Life" are brought to life in this ad.
Depicted in the film is the reality of how children observe and mimic what they see their parents do. Tying this real life insight to brand's mission of educating good oral habits brings us a charming family story that makes the idea of brushing day and night more memorable.
MediaStrategy
Care and caution are observed in Asia when showing negative practices or habits, no matter how true and real it is. More so with Asian mothers, as they can be sensitive when it comes to their role as Moms. They take pride that they are the caregiver in the family. Since the premise of the ad is from a negative but real insight, how the story unfolded, how the charm of acting was extracted from the actors played a big role in overcoming these obstacles. We had to be cautious that the brand is not, in any way, undermining their pride as Moms.
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