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SELL ME SOMETHING | CONTINUED ... ABOVE Dove is different, see full campaign on pages 72–73. / 66 invites you into the product’s world. Once there, you are given a clear and powerful sense of “this is who I am as a brand” along with “this is what I do better than anyone else.” The best of these advertisements leaves you, as viewer, with a powerful and unsaid call to action. Like the brand is asking, “So, are you with me?” Product demonstration done well has always been among the most memorable of ads. Great demos are also hard to beat in terms of sales effectiveness. The recent Out-of-Home (OOH) advertising campaign for Dove is a great example. Here is a product that has built a powerful category umbrella brand on the compelling product story of not being soap because it contains one-quarter moisturiser. The OOH execution, featuring soap as the cheese grater bad guy and Dove as the hero, is consumed and understood in an instant. The visually impactful advertisement leaves the viewer to quietly confirm their agreement that ‘Dove is different’ (pp. 72–73) as they go about their daily lives, until the next time they stand in the beauty aisle of the supermarket. Job done. Quite often, we don’t even recognise a great product demonstration when we see one because of the way it’s done. Apple has been a master at this since the first iPod Silhouette campaign with ‘1,000 songs in your pocket’ to the latest iPhone release. They show how product demo advertising never need be dull. Few media provide a better test of a product-truth-based creative execution, or of a creative team, than the simple blank canvas of an outdoor billboard. Distilling the product truth down to a winning image, or a few key words that carry the whole conversation, has stolen many a creative team’s evening and weekend. But when done well, advertising simply do esn’t get any better.