Yesterday night I was looking up some commercials online and I found one pretty interesting. Since I use the shampoo brand “Pantene”, I decided to look it up and see if I could find something interesting. I found a Pantene commercial from Thailand that relates personal situation with the product, but in a different way. Instead of directly showing the product and its features, the commercial goes to a deeper level.

Different from the other commercials, this Pantene commercial does not show the product itself. At first, I did not know it was a Pantene commercial at all, since no product was shown and its logo just appeared in the very end. Pantene was very successful in catching my attention throughout the commercial, as I was touched with such an emotional story. Although Pantene’s logo, “You can shine”, just appears at the end of the commercial, Pantene is effective in selling its image. The main character from the story was able to shine on the stage as she played the violin because she was able to overcome the barriers that prevented her from following her dreams. Besides the inspiring message Pantene’s logo translates into, the story also make references to the product’s feautures. Pantene’s product line is known for providing silky, glossy and shiny hair. In the commercial, one can observe that when the main character presents on the stage, her hair looks healthy, shiny and powerful, much like the main character herself.

The most interesting thing is that this commercial is in a story form, therefore it does not only targets Pantene consumers, but viewers in general. Having its brand appear at the very end is very cleaver because all viewers, including those who do not use Pantene’s products, have to watch the whole commercial in order to find out what it is about. It is only at the very end that they discover that it is all about Pantene.