Ad: “Check, check”
Client: Always – Proctor & Gamble
Procter & Gamble Co. is a Fortune 500, American multinational corporation headquartered in Cincinnati, Ohio, that manufactures a wide range of consumer goods. Locally Proctor and Gamble has been selling Always, Pampers, Gillette, Duracell, Vicks and most recently has just re-introduced Ariel into the Kenyan market.
Always is Kenya’s number one sanitary brand and has been a consistent advertiser bringing out the benefits of the different new products. Most of their ads have different young girls talking about their experiences though their last campaign was animated showing the benefits of the pads by using an umbrella illustration. Needless to say I wasn’t very impressed with those ads and they have now come up with a new ad to promote the new Always with four wings.
The ad opens in a girls school as they are having class. In the middle of her lesson a young girl sitting on the front opens her desk and removes a roll of tissue. She stands up and begins to walk to the door, when the teacher asks her where she is going. She starts of a reply and soon the whole class erupts into a song about checking everywhere and anytime emphasizing on the fact that they need to check on their sanitary pads after every hour.
The teacher joins in and asks them to check out the new Always and the girls are all excited that Always have introduced a new variant that you don’t have to check on for 8 hours. The ad continues out of the class as all the students embark on a very well choreographed, upbeat dance accompanied by a very funky tune. The girls now are singing about the fact that their checking days are over and all the things they can do without having to check. The ad ends with a clock showing that with the new Always Ultra you don’t need to check up to 8 hours and the tag “Stay happy, Always.”
I really like this campaign as it shows a good example of global communication that has been tailor-made to local tastes. The music in this commercial is very upbeat and goes very well with the choreographed dance in a market that has a large youth population who are very interested in dance. By combining this 2 influences on the youth, Always has been able to bring out the advantage of their new pads, very clearly for instant understanding. Unlike previous communication, this ad does not sound and look to have been produced in South Africa as the English diction is very Kenyan. An amazing ad, that talks to the target audience in their own language, a language they understand a language of music and dance. Kudo’s to Proctor and Gamble!!!