In my opinion, good ad because:
- Great impact from the unusual format (black and white echo unborn baby)
- Drama is right on the benefit. A benefit that is relevant to the consumer.
- Good targeting: extremely engaging for the prime prospect (people with small children) + it works as a RTB for people with no or older children.
- Truly branded: clear pack shot and pay-off in the end.
And… according to the book “Winning with the P&G 99”, the first pack shot or branding must come after 7”. In this commercial, the first branding comes a little later (after 20”) which is still OK in my opinion.
- Great impact from the unusual format (black and white echo unborn baby)
- Drama is right on the benefit. A benefit that is relevant to the consumer.
- Good targeting: extremely engaging for the prime prospect (people with small children) + it works as a RTB for people with no or older children.
- Truly branded: clear pack shot and pay-off in the end.
And… according to the book “Winning with the P&G 99”, the first pack shot or branding must come after 7”. In this commercial, the first branding comes a little later (after 20”) which is still OK in my opinion.
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