I don’t know about you but I LOVED Pitch Perfect so when I heard about this ad I could not help myself!
Please watch the ad first because I’d hate to give away to much!
So it’s hilarious. I have seen it like 15 times and I still laugh. In my opinion it is hands down one of the best and most captivating ads since the PC vs. Mac ads which are the reason I am doing what I am. But back to the ad. Like I said its hilarious and makes me desperately want to live in house where the team name is Basic Pitches. That is wonderful on far to many levels. I mean look at that house! A) its huge! and B) they sing and dance all the time and its only implied that they go to school! #nomoregroupwork you can read my rant about that if you click that fancy little hashtag!
The leg selfie does worry me a little. I personally have a hard enough time trying to avoid cutting myself so much that it looks like I crawled through a jungle on my knees. Also, the whole dancing with razor bit is freaky. Yes I know they were just props but I still could not help but cringe a little. But it all works out because if you shave your legs you will have more numbers than the stock exchange.
The ad really nailed its purpose. The agency responsible should be proud. Both Schick and Skintimate get their brand associated with Pitch Perfect and all the hype building right now for the release of the squeal, but they are also positioned in a humorous and positive way in the minds of college aged females everywhere. I’m soon to be working in the industry and even I considered buying their products on my next trip to the drug store! So they really did an amazing job with the execution of this ad.
And just because there are 37 days left until the magical release of the long awaited Pitch Perfect 2; here is the trailer!
Well ladies now my stubble doesn’t stand a chance either! Remember ready, shave, shine!
Welcome to part two of two! In case you have no idea what I’m talking about, last week I posted about Under Armour empowering women through sport and this week I am continuing that theme.
SO! Always jumped on a similar band wagon to Under Armour with the whole “let’s get girls super pumped about having strong and healthy bodies regardless of what size” thing. I can honestly say as a consumer it works as a selling point. It really works as a selling point. Like really really well.
Anyway to get back on track here, Always released a YouTube commercial and full video about the stigma that surrounds the phrases like “you run like a girl” or “you throw like a girl”. I’m sure you catch my drift. So the director asked people, both men and women, who were adults what those phrases looked like and I’m sure you can piece that together. Basically just very weak and frilly. Then they asked girls around 10 or 11 the same questions and the results are very…exciting.
These 10 year old girls are running, throwing, fighting, jumping like themselves! It’s beautiful!
So how does this relate to marketing you ask? Well, first, great question! It’s a similar move to that of Under Armour. By showing that Always is supporting girls to be themselves and to be confident and is making a movement towards eliminating those stigma’s, it shows they care.
That is one of the best ways to advertise in today’s market. Showing the consumer that you are a socially involved and aware company to those who fall into your target area is a genius way to develop a loyal customer base. People are more informed today and want to support companies that give back to causes that the consumer also believes in.
Everyone wants there daughter to be successful and feel powerful. Always takes this and smashes it with emotional and lifestyle positioning strategies. They add a dash of branding and throw the final product up online and viola! You have a successful ad campaign that raises awareness about empowering young girls AND your brand. #marketinggenius
So let’s follow the lead of Always and make “you throw/run/jump/kick like a girl” the biggest compliment out there!