I Swear
Clear
Media: Television
Date: 01.06.2011
The current consumer is convinced of the product that he is using (H&S). But when we did research we found out that there are certain common attitudes prevailing with dandruff sufferers. These attitudes that we found were:
Some had accepted that dandruff will keep coming back
Some were living in denial …
Some believed that invisible dandruff is no dandruff
Some were working their way around dandruff by wearing white clothes, etc.
By and large the finding was that with their existing product too dandruff keeps coming back before the next wash. They did not have the conviction to say that their ‘dandruff won’t come back’
The central idea of the ad is – Conviction that makes you swear on your head that CLEAR is the best AD shampoo …
The beauty of the idea is that ‘It works as brilliant visual mnemonic to depict the Clean Scalp line and expose the truth’
Cultural Insight: Swearing on one’s head is popularly used as a metaphor for swearing on one’s life in order to depict one’s conviction (People swear on their head (their life) when they are 100% convinced of something)
