Branding Commercials Discussion

Answer the question after reading the following content:

Dollar Shave club’s video was clever and funny, but conceptually it was nothing new at all. It simply parodied the old-fashioned television pitch. What strikes you as conceptually new and different about the Sartorialist piece, the Johnnie Walker piece, and the Dove piece?

Please cite the videos and articles properly in APA format. Besides these citations, your discussion should include at least one acdemic resource (Please find it online). Write at least 350 words (not include the reference page).

Case in point. In 2012, the CEO of a small company (a very small company – five full-time employees) featured himself in a 90-second video to promote his brand, Dollar Shave Club, on YouTube. The CEO’s name was Mike Dubin, and he had several things going for him. He had a good pitch: pay a small monthly rate and we’ll mail you all the razors you need. He had a great pitchman: himself. He had attitude, a gleam in his eye and experience as an actor, having dabbled in comedy as a sometime member of the improv group called the Upright Citizens Brigade. Thus was produced a little movie called “Dollar Shave Club: Our Blades Are F**king Great.” (Apologies if anyone finds this offensive.)

Dubin uploaded it, and within a month, he had four million hits. Within a year, 10 million hits – and customers – and investors.

Here’s another piece worth looking at. In 2011, Intel created a seven-minute documentary about the New York-based street fashion blogger who calls himself the Sartorialist.

Where’s Intel in all this? We see some on-screen text, “Intel Presents,” at about 00:30. Then at 06:46, as part of the tag, more on-screen text – an invitation to upload a video of your own, about your own digital creativity – followed by the Intel logo and slogan … and we’re over and out. Meanwhile, in the six minutes between the open and close, the subject, Scott Schuman (the Sartorialist himself), never mentions Intel. The closest he comes is at five minutes in, when he says, “With the blog, I can take a photograph, and have it up on the internet, and share it with people across the world.”

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Let’s now look at another, very successful branding video.

Dove makes beauty products. But this branding video is about as far from the product as you can get. What then is the brand? “We get you.” Or better, “Dove understands and empathizes with me. They get me.”
And in the Dove piece, not even the faintest suggestion that using a Dove product will make you beautiful. (You are already beautiful.)

 

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