with a fresh and dark twist on Cinderella, Young & Rubicam came up with a great story line for a commercial. So many commercials these days are just gimmicks, trying to be funny and memorable but backed with no strategy. Young & Rubicam seems to understand that an integral piece of an ad IS the strategy behind it. It is apparent that the agency, as opposed to the clients they work with, come up with the strategies because every single camapign put out by Y&R has a great strategy. Not all clients present their creative agencies with cohesive strategies to work with, so this step is up to the account managers at the agency. So without further adieu…
The strategy behind this ad is as follows:
Target Market: Women ages 20-35, affluent, image conscious
Benefit: Your hair will get you noticed
Support: Fast beautiful styling
Brand Character: Sassy, sexy, unattainable, rich
Focus of Sale: Sassy, sexy, unattainable, rich
I like how the entire strategy is conveyed without words, barely any copy words, and extremely striking visuals.
Copy: You can do anything with your hair
