First day of school campaign from Persil is a powerful follow up to Dove Real Beauty Sketches
The first time I saw this ad, the subtitles didn’t feature. I thought this was a conscious decision on the part of the advertisers. It felt real. It made the family in Rio de Janeiro more authentic, like their experience needed no explanation or translation. It was simply this child’s first day at school as his mother experienced it.
https://www.youtube.com/watch?v=TI-kDe_jHOI
Having reviewed the ad, I see there are subtitles, translating each mother’s description. It’s not as powerful, but it still has the potential to make me well up.
Unilever are harnessing the power of storytelling and social campaigning to move the conversation with their customers beyond the product, to broader human issues that feel less like advertising and more like compelling, engaging tales of the human experience.
Dove Real Beauty Sketches were equally effective. See the link below and judge for yourselves.
You might want to resist the way this pulls on the heart strings. You may even feel frustrated with yourself for getting sucked in.
But I challenge you to watch this and feel nothing.
https://www.youtube.com/watch?v=XpaOjMXyJGk
Story Strategy Ireland 