This advert was not one I had seen before but I felt this only made me want to analyse the strategy behind it more. With Unilever being an international company it is no surprise that ads are targeted specifically at individual countries. This specific advert is targeted at the Vietnamese population, at a significant time in their calendar Tet, Lunar New Year, in a similar way to how the British population receives numerous specifically targeted adverts at Christmas time, each year.
This advert would definitely be described as using a High Feeling/ Low Thinking strategy. The advert plays on the feeling of togetherness created at this time of year, using people’s emotions to draw them to the brand. The imagery of every person in the country experiencing the phenomenon created by a postcard sent from mother to son, and everyone being a part of it, and the recipient seeing it in the street before he even realizes the message is meant for him, is highly poignant. The feeling of togetherness is not just within his family when all are reunited at the end of the advert but within the entire country as it reminds everyone what this time of year is all about. It would be described as High Feeling/ Low Thinking, because it uses peoples emotions to draw them to the brand, it doesn’t say this product is the better brand for you to be cooking with, it just creates an emotion within the public that makes them want to buy it, without thinking too much into it.
They use the endline “Every meal is an opportunity”, this adds to the effect described above, and creates a ‘soma’,(The Advertised Mind, Eric Du Plessis) a split second decision, whereby the target audience gains an overall positive or negative emotion about the product. In this case it is definitely positive, creating a feeling of unity and togetherness, which will henceforth be associated with the brand.
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