The recently unleashed Dove ‘Real Beauty Sketches’ and Kmart ‘Ship My Pants’ spots are two diametrically opposed approaches to creativity, both of which are pharma-ready. Dove tapped into a powerful human insight, creatively dramatized it, and made not one product mention (fair balance for what?). In turn they made a palpable brand connection with all of us. Kmart took an absolutely functional fact about their product, ingeniously recognized the echo of a verbal idiom, and said it completely square: ‘I can ship my pants’ is a technically accurate claim, is no...

Please reload

© 2017 by David Sonderman