Boni Santos is the creative director at ASPAC/Law in the Philippines. Here is his assessment of the top scoring Head & Shoulders ad:
Leveraging Manny Pacquiao’s unmatched popularity in the Philippines, Head & Shoulders definitely punched through a strong message - the world’s No. 1 boxer uses only the world’s No. 1 shampoo.
This positioning transformed what could have been just another one of those Pacquiao ads cluttering the media landscape, into a strong contender for my attention. It also elevated the competition from the local ring to the global arena.
Coupled with a subtle yet amusing attempt to link how Manny can’t “fall” in the ring and how he can’t have hair fall, it succeeds in using Pacquiao in a refreshing and believable way.
Click here to view the complete TV commercial recall table published in the 25 February 2010 issue of Media.
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