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Analysis Of An Advertisement
Gillette is a brand of Procter & Gamble currently used for safety razors among other personal hygiene products. It is one of several brands originally owned by The Gillette Company, a leading global supplier of products under various brands, which was acquired by P&G in 2005.
The Gillette Fusion is a five-bladed razor released in 2006. There are two different versions of the Fusion available: the Gillette Fusion, and the Gillette Fusion Power. All share the characteristic five blades on the front, and a single sixth blade on the rear that acts as a "precision trimmer". In addition, the Fusion Power is battery powered and emits "gentle micro pulses" that are claimed to increase razor glide.
With the release of Gillette Fusion, P&G also launched their new advertising campaign called "Gillette Champions". The following is an analysis of the first advertisement broadcast in this series.
This advertisement features the Gillette champions -- Tiger Woods, Thierry Henry and Roger Federer. The commercial is called "Today" and all the three Champions explain how important it is in their professional and personal lives to 'Be Your Best Today'.
The advertising campaign exploits the influencing power of brand ambassadors. The Gillette 'Champions' are Roger Federer (No.1 Tennis Player), Thierry Henry (No.1 Football Player) and Tiger Woods (No.1 Golfer). The Indian campaign is varied to include Rahul Dravid to cater to Indian sensibilities.
The advertisers try to use the concept of transference or association to enhance the image of their product and brand. The attributes of quality, performance and excellence exuded by these personalities are projected onto the product and the brand. This builds brand image and a favourable attitude towards the new product.
A sense of polish and "class" underscores the entire advertisement. It plays on the viewers' "feel-good" sensations. The advertisement comes across as smooth and urbane.
However, it does feel as if the advertisers are trying to hard by roping in three (or four) brand ambassadors. Most advertisers feel that having celebrities or stars advertise their product influences the consumers more than an advertisement that does not feature them. But, there is something called too much stress on the influence of brand ambassadors.
There seems to be little relevance amongst the slogan, the advertisement and the product. Gillette may be the best a man can get, but how does that help the 'Champions' in their respective sports? Form a logical standpoint, how does the new razor blade assist the players? The audio of the advertisement bears little or no relevance to the advertising message. The advertisement talks about focusing on the present, but says nothing about the new blade.
Nevertheless, overall, the advertisement comes across as suave. The brand image of Gillette is maintained and even enhanced by this advertisement. The advertisement succeeds in generating a desire and action to purchase in spite of the drawbacks of the advertisement.
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