Third week update

Extraordinary Pantene Commercial

Yesterday night I was looking up some commercials online and I found one pretty interesting. Since I am a consumer from the shampoo brand Pantene, I decided to look it up and see if I 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 any of its products. It simply relies on a story about a deaf talented girl who is reject by the others for being different. Although the brand logo, “You can shine”, just appears at the end of the commercial, Pantene is effective in selling its image. The commercial presents various themes that are related to real world situations. Like the girl in the story, many consumers may have experienced rejection for being different. Therefore, besides directly linking to consumers’ personal lives, this commercial brings awareness to social issues that are still happening today, but are sometimes forgotten by the majority. The most interesting part is that this commercial is basically in a story form, therefore it does not only targets consumers, but viewers overall. Pantene actually does not reveal its brand until the very end, so even viewers who are not consumers from that brand watch the whole commercial in order to find out what happens next. It is only at the end that they discover what the commercial is all about: Pantene.