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- Closing Up the Revolving Door!
Closing Up the Revolving Door!
- By Ikem Okuhu
- Published May 11th, 2010
- BrandWorld
- Unrated
Client : Unilever Nigeria Plc
Product : Close Up toothpaste
Medium : TVC
Agency : N/A
CLOSE Up toothpaste no doubt has refused to give competition any chance of eating into its market share by constantly reinventing and rejuvenating itself. Since launching the “Get Close-Up” campaign several years ago, the brand has successfully planted itself on top of the toothpaste category of the personal products market and looks set to stay there, what with the sustained marketing support the brand is getting from its owners.
A new TVC was recently unveiled to reinforce the brand as one that enhances relationships, but this time, it seems, like most brands are doing, the window seems to be the country’s growing horde of highly expressive “hip generation.”
In the ad, a young man emerges from a recording studio (there is no missing the relationship this has with the growing music industry) and attempts to go through a revolving door where he encounters a young lady on another side of the panel. As the door revolves, the young man draws a “heart” which clearly represents love. The lady, obviously attracted by the “Close Up” smile refuses to exit but revolves with the door until she also succeeds in drawing the “Cupid’s Arrow” through the heart and next thing you know, the two are connected.
This ad is clearly an effort to refresh the previous one that explored the use of bubbles to establish connection. Over the years, Close Up has refused to depart from its winning formula which explores relationships to drive the brand’s values. This has in no small measure sustained the brand as one with character and consistency and the evidence is in the volume of the toothpaste brand that are taken off the shelf daily.
Product : Close Up toothpaste
Medium : TVC
Agency : N/A
CLOSE Up toothpaste no doubt has refused to give competition any chance of eating into its market share by constantly reinventing and rejuvenating itself. Since launching the “Get Close-Up” campaign several years ago, the brand has successfully planted itself on top of the toothpaste category of the personal products market and looks set to stay there, what with the sustained marketing support the brand is getting from its owners.
A new TVC was recently unveiled to reinforce the brand as one that enhances relationships, but this time, it seems, like most brands are doing, the window seems to be the country’s growing horde of highly expressive “hip generation.”
In the ad, a young man emerges from a recording studio (there is no missing the relationship this has with the growing music industry) and attempts to go through a revolving door where he encounters a young lady on another side of the panel. As the door revolves, the young man draws a “heart” which clearly represents love. The lady, obviously attracted by the “Close Up” smile refuses to exit but revolves with the door until she also succeeds in drawing the “Cupid’s Arrow” through the heart and next thing you know, the two are connected.
This ad is clearly an effort to refresh the previous one that explored the use of bubbles to establish connection. Over the years, Close Up has refused to depart from its winning formula which explores relationships to drive the brand’s values. This has in no small measure sustained the brand as one with character and consistency and the evidence is in the volume of the toothpaste brand that are taken off the shelf daily.
