I’m constantly riffing on how advertising is more powerful when it connects with a brand based emotion rather than a product/service feature or benefit. … and don’t expect me to stop anytime soon!

In a TV commercial launched by Rembrandt Toothpaste this past week, we see a PERFECT example of this in action. The “Romantic” archetypical emotion combined with great romantic music combined with great romantic words. NO toothpaste, no pictures of toothpaste, no talking about toothpaste, NADA.

As Paris Hilton would say … “That’s Hot!”

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This entry was posted on Friday, February 2nd, 2007 at 8:49 am and is filed under Top Dogs. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.