Seeing an ad on TV, and understanding what product it is trying to highlight, has become a humongous task. Leave alone the brand recognition, i am talking about the product recognition itself.
It is super hard to distinguish an ad for a soap from that of a shampoo. Invariably, the model has great hair to go with shiny skin.
And to distinguish an ad for a shampoo from a skin cream or moisturizer that can leave you with a bright smiling face. Bright faces apparently need to have shiny hair. And when faces and hair are shining so well, can sparkling teeth be far behind?
The whole face package is inevitably splendidly lustrous for all of the above ads.
One product though that is very easy to guess is the fairness cream. In all cases, the model has deliberately applied charcoal on their face. And over a two-week period, they rub the coal off their face. It is so evident as that is the only way someone could transform their skin color so dramatically within a two-week period.
FMCG companies have a reasonable task to make the consumer understand a value proposition within a 20 second ad. If they can supercharge their head and stop the in-the-face advertising (pun intended), that sure helps a lot of viewers to understand ads better!