Let’s start this blog with an ad that is about a new
beginning.
JC Penny’s ‘First Day Look’
By Young & Rubicam
This ad brings to light the all too familiar desire for kids
to assert ‘the new, improved self’ after their ‘transformative’ 8-week summer.
I recall feeling this way every September, the cool crisp fall air bursting
with the promise of change and a fresh start. What I almost like about most
about this ad is that it doesn’t talk down to kids, it realizes that kids have
quite complex aspirations (involving self-improvement) even at a young age.
What it also understands, is that kids usually qualify this ‘transformation’ by
displayed outward change (i.e. like new clothing they wear) – it is the
physical manifestation of inner change.
The copy is compelling, to the point, and tells a great
little story. I buy into what this boy is saying – these are the concerns of a
real boy of his age. Great copywriting does not require fancy words, it often
requires believability and should be relatable to a degree.
Almost everyone loves fresh starts. What do you do to mark new
beginnings or to celebrate change (e.g. the first day of work, a new house)?
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