It’s been 5 years since Pantene put out a magical commercial that transcended what most imagine a commercial should be. To this day, I still watch it from time to time just to get some inspiration. Yes, it’s a touching storyline, but more importantly from a marketing and advertising perspective the way that they set up the “money moment” at the end when you see the glowing air flowing in artificial wind was pure brilliance.
If you’ve seen it, watch it again. If you haven’t seen it, here it is. As you watch, notice that the brand and its message never appears throughout until the very end when it’s all tied together nicely. The commercial had nothing to do with the product. The affects of the product were never a central theme, but they achieved their goal nonetheless. It’s the hardest form of advertising – getting the message out there loud and clear through subtlety – but when it works, it works wonders.