Adverts are about stories. Telling your consumer your story, in order to persuade them they can relate or agree with your brand. Stories can be funny, sad, harsh, happy, the list goes on. The point is they evoke emotions in the viewer as a result of the story. This has it's best effect when a story is coming from a place of honesty and is authentic, otherwise your consumer and competitors can see right through it and sometimes result in the opposite effect to what was intended.
This advert has recently been brought to my attention as a huge corporations tackling a sensitive and current conversation within today's society.
The advert begins with a number of scenes where a person who is struggling with their gender is asked for their name. At the time, the name Jemma was clearly not something this person was comfortable with and until they get to starbucks and are actually asked their name, unlike previously assuming, they could be called whatever name and therefore gender they felt appropriate.
I personally thought this advert is quite provocative, as it goes without thinking to so many people, that such a simple question could cause so much grief to someone mentally. I thought the way each section linked and demonstrated the countless scenarios someone could feel as displayed, was really quite powerful to the viewer, evoking sympathy and assisting people who can't empathise to try and understand what many people go through day to day.
I also believe as a viewer and consumer of mainstream brands such as starbucks that when they produce advert such as these, a lot of their audience can and will be dismissive of adverts that are about such significant topics of conversation as people believe brands do it as a result of cultural changes and trying to keep up with society and be seen supporting the right thing at the time. However having said that I believe people who do think this about this specific advert to be wrong, as it is clear at the end of the advert alongside the starbucks logo is the logo of a charity supporting young people who are having difficulty with their gender and accepting who they are. The mermaid trust is not a hugely known charity but has huge effects of individuals lives providing support for anyone who feels they need it, when tackling these types of situations. Having researched further, it is clear Starbucks are also putting their money where their mouth is, supporting a number of other corporations doing similar things. This clearly demonstrates that perhaps first impressions of this big time brand's advertising strategy could be wrong and actually they have produced this from a place of love and acceptance as well as raising awareness and promoting their brand.
All in all I believe this advert is shedding some much needed light on a topic many may not even think about, but for others is a daily struggle.
St.
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