Oct
Diversity Without Pity #13 | Neutrogena Commercials featuring Kerry Washington
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Sometimes, you just need to sell how the product works. Click the video below to hear the commercial.
I am not a big fan of better-self-esteem-through-deodorant campaigns that target women. While that particular campaign has been winning awards and a lot of accolades (and will remain nameless), there are reasons why it doesn’t make DWP. There may be beautiful art direction there, and a distinctively clean visual style. But those campaigns prey on women’s insecurities, don’t know how to market to a representatively diverse audience and — this is important– sell what the product does well.
In this 15 second ad, starring actress Kerry Washinton, I learned what makes this makeup remover effective. That’s all I really need. But Kerry Washington, also starred in an extended promotional video, featuring real customers, who wanted a wider range of foundation colors.
It’s straight-forward, no-nonsense type of advertising that women — particularly women of color — need and deserve.
Diversity Without Pity is a blog series from IDSL, highlighting media that uses smart design, and considers the diversity of it’s casting without selling the viewer or consumer, short.