Clearasil have launched a clever new advertising campaign called 'Clearasil may cause over confidence', that I believe hits the mark in several places. Humor as a communication medium is dangerous, you have to get it just right or risk confusing a segment of your target audience.
In this first video we see a scene many university students can relate with, I only wish I had been quick enough to pull this sort of stunt while I was at uni! What is clever and well planned, is that it is targeted, students can relate to the characters and as such pay more attention to the ad and its message.
In this first video we see a scene many university students can relate with, I only wish I had been quick enough to pull this sort of stunt while I was at uni! What is clever and well planned, is that it is targeted, students can relate to the characters and as such pay more attention to the ad and its message.
Don't think that the guys get all the fun, in this next one we see a 'teenage nightmare' defused by a confident girl claiming what is hers. I love the tag line 'may cause confidence', it just fits so neatly.
- Targets the reason for getting rid of pimples (confidence)
- Associates with the target demographic
- Attention getting through hilarity
- Strong brand message and product shot at the end
It will be interesting to see where they take it from here. Much like the man who builds his house on rock, the foundation is good, will he turn that bungalow into a three story mansion? Clearasil have the capital, will they exploit it. More interestingly, do they need to?
Sam's opinion
It does remind me of busting in to Julian Cole's tutorials, rather than telling him to picture me naked (as in the ad), I was wearing a purple furry monster suit. If you want pictures feel free to mail me.
Note: Hats off to Duncan's TV adland
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