Evian advertises its water with ads featuring the common man but this ad is meant to promote the release of the film ‘The Amazing Spiderman 2’. Although the ad does not actually feature the product until the very end with the tag line ‘Drink young and pure’, it captures people’s attention and makes them curious enough to watch until the very end since most viewers do not actually pay attention to ads on TV. The message of the ad becomes clear when the tag line appears and makes the ad more memorable in the consumer mind. There may be criticism of the ad for not featuring the ad but since the product they are trying to sell is water and is easily available, they were creative in their approach which is interesting when compared to other ads. The target audience is also wider since it appeals to younger children, teenagers and adults who are interested in Spiderman. Since this ad was creating in tandem with a movie release, it is not timeless and thus can only be aired before the movie is released and when it is playing in theatres. The ad then becomes irrelevant after the movie stops playing in theatres.
The ad sponsors not only mothers but indirectly spreads awareness about the Winter Olympics which is not very popular in the tropic countries like India. The important thing to note in this ad is that it is not meant to advertise any particular product but the brand of Procter and Gamble (P&G) which has various companies under it such as Gillette, Bounty, Pampers etc. The reason why mothers have been selected instead of fathers is that the target audience or primary consumer of P&G brand products are women. The ad has emotional appeal and makes it memorable, the mark of an effective advertisement. Not only is it an advertisement but it spreads a meaningful social message and can be aired especially around Mothers Day. This ad is also not timeless and loses relevance post the Winter Olympics or Mothers Day.
The ad contrasts what adult women and young girls act like in front of the camera, conveying the message that as they grow older they become more shy and are a little confident about their own natural beauty which is emphasized by the tag line ‘When did you stop thinking you’re beautiful?”. They are trying to say their product is for everyone and that women deserve to feel beautiful and deserve the best product to highlight their natural beauty. What Dove does differently with their ad campaigns is that they show normal women in everyday situations to make the ad more relateable to the viewers and their target audience which is, of course, women. Other brands like Ponds and L’Oreal tend to use celebrities to endorse their product and feature in their ad which makes it relate less to the viewers. The ad campaign is suitable for viewers across the world since they feature women of all races as well as all age groups providing the ad with a certain amount of universality. This also conveys the message that all women across the world are the same and they are all naturally beautiful.