Advertisements on TV doesn’t work if you show a storyline which is totally unrelated to your product.

I just saw an advertisement on TV (Singapore Channel 8 if you want to know) which showed a fantastic CGI packed battle about warriors dressed in black fighting warriors dressed in white. The black warriors created these sharp ice bergs out of mid air and shoot it at the white warriors which are supposed to represent dandruff. I looked away for one second to grab a bite off my spoonful of rice (I was having dinner) and then the advertisement ended. I figured that the brand of the shampoo was advertised during that one second.

Borrowing Seth Godin’s magical words, “It’s broken.” I find that the advertisement “IS broken.”

Why is it broken?
Why was a story created about a battle between warriors when it’s hair we are talking about? No idea.
Why is the brand of the shampoo only shown for one second? No clue.
Why spend so much on fantastic looking CGI movie effects that should have easily cost a high 5 to 6 digit sum of advertising money to make?
Will anyone remember this advertisement and feel an urge to grab a bottle of that shampoo? I doubt so.

Conclusion: Waste of money, bad managerial decision.

Where could the money be better spent to advertise this Shampoo?
I think: Give it to places where people need to use Shampoo. Offer it free to Gyms nationwide, put it in Swimming Pool baths, places where people actually USE shampoo and find it REALLY troublesome to bring it with them. I hate bringing my own shampoo to the Gym and Swimming pool. I will remember the shampoo, will others? I think so. Will I buy it to show my appreciation if it’s good? Good chance.

RANT: Open a booth, or better, collaborate with the owners to have their staff offer free sachets of shampoo in Gyms and Swimming Pools. How much does it cost? Perhaps just 4 digits (the company is producing it at wholesale prices) for a nationwide campaign.

Brilliant? It’s your call :)