Sometimes, it takes a truly humble product to demonstrate genius. A quietly brilliant ad campaign featuring Pond Facial Scrub is a classic case in point.
At first glance, facial scrub is as unlikely a billboard advertising rockstar as imaginable, but look at this ad. Even at a glance you can almost feel the empathy, because no matter who you are, you’ve wanted to do that at least once in your life, haven’t you?
Male or female, young or old, at least once in your life, you’ve been mortified at the thought of having to go out in public because of a huge zit on your face that you’re more than half convinced can be seen from orbit.
There’s nothing complicated about this ad. Heck, almost half of it is covered up and that’s the point.
If the design was “laid flat” on the surface of the billboard, you’d probably see an image of an otherwise attractive woman with a huge pimple on her face, but the company didn’t show that.
Instead, it showed a woman hiding her face by holding one corner of the billboard in front of her. She’s mostly obscured, with the right hand third of the billboard being devoted to an image of Pond’s Facial Scrub offering itself as a solution to the problem.
While it’s true that this particular solution can’t be used by a huge number of companies, broadly applied, the lesson of offering empathy and understanding is, and it gives you a perfect opportunity to present your product or service as a solution to whatever issue you’re offering empathy for.
Simple, powerful and effective. That’s pure advertising magic, and that’s what we do. If you’re struggling to come up with a killer ad campaign idea, we can help with that. Our advertising professionals have decades of combined experience, and we’d love to help you design an unforgettable campaign. Just give us a call at 404-671-9490.