When we talk about Super Bowl commercials we think the only thing they focus on is humor, sex, and animals. While there were many cool commercials that used those elements, the one that caught my attention was the one from Always –“Like a Girl.” In this commercial we can see clearly the intention is to directly target a female audience and indirectly target a male audience. The message invokes self-confidence, respect for women by men, and also speaks to woman’s capabilities.
Always Asks “What does it mean to do something like a girl?” The answer varies depending on the age group. Those who were older exaggerated stereotypical female behavior, almost to the point of caricature, while younger girls (un-jaded by stereotypes) were just themselves. Running fast was just that, running fast.
I think the more powerful storyline is in a commercial, the more successful and impactful it will be. More people will want to see and share it, and this increases the chance of an advertisement going viral (as we saw in the commercial for Dove “Beauty Sketches”). It is proven that using marketing techniques that spread good thoughts or make people reflect in a positive way as one of the most successful strategies to get engagement.
Today the big brands like Coca-Cola have realized that consumers are tired of “commercial marketing,” where brands are only focused on highlighting the product. An example of this is the typical beer or soda commercial that we all have seen, where a glass is full with a cold drink and a famous brand ambassador drinking it.
Marketing strategies have been changing over time, but it has advanced dramatically in the last decade. It has gone beyond just selling a product through advertisements. Now there is a much to a much more sophisticated approach, such as developing and integrating marketing concepts based on “sell” ideas, attitudes and behaviors. This is called social marketing.
Companies create commercials with different goals. Commercial marketing is focused on increasing sales or raising exposure, while social marketing is a non-profit strategy that seeks getting loyal fans through social actions. I believe that Always did a great job with this commercial, this is a good example of how to put into practice a social marketing campaign, with the goal of motiving young girls to believe in them-selves and inspire the rest of us to break the typical stereotype.
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