This is an advertisement produced in 2008 by P&G in Thailand promoting the Pantene Chrysalis shampoo. Instead of taking a typical approach of filming a functional or celebrity endorsement based communication, this 4 minutes video portrayed a story of a deaf girl who learns to play the violin against all odds. Pantene’s tagline “you can shine” indicates unlocking one’s true potential where the brand plays a subtle.
This advertisement aims to connect emotionally with the Thai consumers. The touching storyline and music manipulate the audience to feel empathetic towards the deaf girl in the video. In a study investigating which attributes of advertising bear the strongest impact on behavioural intentions, participants completed a self-report questionnaire based on their experiences in a recently visited restaurant. The results regarding empathy suggested that when a consumer empathizes with a person, object or activity depicted in advertising, he or she feels an emotional involvement with what is being portrayed in the advertisement. This helps to create positive beliefs about the product or service being advertised, and in this case, the Pantene Chrysalis shampoo (Hyun, Wansoo, & Lee, 2011).
Hyun, S. S., Wansoo, K., & Lee, M. J. (2011). The impact of advertising on patrons’ emotional responses, perceived value, and behavioural intentions in the chain restaurant industry: The moderating role of advertising-induced arousal. International Journal of Hospitality Management, 30(3), 689-700.