The first time I watched this Thai ad was in the year 2008 and I can still remember how I felt after watching it. Now in 2014, I watched it again for the purpose of my media blog and I felt the same tingling of feelings that I felt six years ago. This ad leaves the feelings of anger, sadness, and empathy that I would recall and all those feelings would just blend together to make me think how cruel and unthankful some people could be.
Perhaps this is what the ad want I to feel. And trust me, I thought it was completely ridiculous when Pantene was mentioned at the end of the advertisement.
Yet, this ad left such an impact on me that I just had to find it after six years.
They centered this ad on a deaf girl who wants to play the violin. However, because of her disability, other people would underestimate her and bully her. The producers wanted to touch the hearts of their viewers therefore they took this chance to base this whole ad on the goals of a character who was death. I think this was pretty brilliant since this is just not a typical girl who has dreams to play the instrument and to win the contest. This makes the viewers feel even more sympathetic for the young girl and this is exactly what the producers want. In order to make viewers connect to the main character, the producers showed problems and obstacles that the main character had to go through and those problems are the similar to many people. For example, the main character was being bullied and people who has been bullied for being "not good enough" would instantly draw parallels of the girl in the ad to themselves. The music the producers picked out serves a big part of this ad. They chose a very sad, yet very uplifting song and it just captures the right outcome of feelings from the viewers. They want us to feel the same sadness that the character feels and this song does a perfect job of doing that. Near the end of this ad, the main character gets a chance to perform in the contest against her rival, the girl that has been bullying her. The camera acts like a satellite and circles around the death girl as she's playing her violin and her hair is dramatically being blown. Here, the viewers would think, "Her hair is beautiful," or "I'm so jealous of her long, straight, thick hair," or even, "I want her hair." The producers uses this part to sell their Pantene products. Since the girl has learned to play the violin and beats her opponent, all the producers have to do now is to mention their product since the camera captures her hair beautifully and dramatically.
The producers are using diversion to sell their products. The emotional story-line they weave was used to tell people that they are able to overcome obstacles and shine with Pantene products. The producers tackled the problems that many people would face in their lifetime including being bullied, trying to become better, trying to learn something, or trying to overcome your opponent. Then after solving the problems, people would be able to shine the spotlight with the products. They are trying to make me want to buy this product so that my hair would look like the girl's hair.
Truthfully, I think that the ad was amazing. It's something that I can relate to which makes me even more vulnerable to buy the Pantene Products.
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