There’s
an ad running in the UK right now for Freederm (a skincare, anti-zit brand). It’s all
about a bird who gets sick of flying in formation and wants to be free. He
flies off and gets up to hijinks around the world. The end tagline is “There’s
nothing like being free” – and then it says Freederm. I love this ad.
I
also really can’t think that it’s good advertising.
That
might sound strange. But entertainment doesn’t equal advertising. And there’s
the problem. That Freederm spot is fantastic, beautiful, playful – and it
barely mentions the brand or the product.
Now
at this point branding gurus may pop out of the woodwork to say that this is
all about positioning, about creating good feelings about the brand. There’s a
logic to that idea. Quite often brands do feel the need to bolster their
popularity and their positivity.
But
here’s the question. Has Freederm earned the right to make a spot that is just
about branding – with nothing about its actual products? I don’t mean a moral
right. They can advertise how they please.
But broadcasting a branding position
without having clear defined products is a risky business. McDonalds runs
branding advertising because it also runs advertising about its products. I
would argue McDonalds barely has to run product advertising anymore, its
products are so well established that all that really needs to be said is the
branding.
But
can the same be said for Freederm?
That’s
a difficult question. When I first saw the spot I would have said absolutely
not. But with repetition I think a part of me is growing to accept it. Maybe
it’s just that good.
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