See the Spot: Jergens Tries Humor in a Humorless Business
Posted in: Uncategorized
Skincare advertising tends to range from earnest to deadly serious, and endorsers are often chosen more for looks than ability to make people laugh. So Jergens’ new campaign featuring comedic actress Leslie Mann (“This is 40,” “Knocked Up,” “40 Year Old Virgin”) making quick jokes about skincare is a departure in more ways than one.
The first-ever umbrella “master brand” campaign for the Kao USA brand, from Havas’ Arnold, includes short online ads breaking today, to be followed by print and 15-second TV ads in August featuring Ms. Mann. The online ads include such messages from Ms. Mann as: “Soft and beautiful isn’t just about your face. It’s about your butt.” In others, she decries legs that feel like churros, or heels so rough they gather furballs when you walk on the carpet.
The campaign launches a new slogan: “You’re more than just a pretty face.” The idea sprang from Kao’s insight that women spend almost all their time and beauty dollars on their face and hair, ignoring the other 90% of their bodies, said Katie Young, creative director and copywriter at Arnold. “We knew from research that when you talk to women about that it’s kind of an ah-hah moment,” she said, which opens their mind to the importance of body lotion.
Post a Comment