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 not at all comparative, and suggests no outcome, other than a smile at its audaciousness.
Originally published as "Lessons From Consumer Packaged Goods" by PM360 Magazine, June 2013