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Clean & Clear: This Commercial Doesn't Understand You At All
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BBDO Bangkok has created an ad within an ad that perfectly captures the frustration teens have that no one gets them. Colourful cool street style, slang, and rap music, what more could teens want? Well, apparently, as a teen, you might not want either. In spite of hours of research and profile-building, advertising and brand marketers aren’t always able to get it right. So instead of trying to bet on what would appeal to teens’ constantly changing lifestyles, style preferences, and behaviours – and in order to create an ad that would appeal to a variety of young generations (for how is it possible to make something that’s geared for Gen-Y, but approved by Gen-B and shot by Gen-X?) Clean & Clear and creative ad agency BBDO Bangkok admitted defeat. The result? An ad that admits it doesn’t understand teenagers but by a product that understands their faces. The ad starts by featuring all the things advertisers expect teens to like: slang, rap music, vibrant streetwear, and skateboards. Then the twist appears, revealing that the ad doesn’t appeal to and get teens at all, but the product does.
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