This hilarious Hispanic Crest commercial by ad agency Conill reaches out to the Latino demographic, one the brand had trouble connecting with in an authentic way.
Part of a larger series, the Hispanic campaign from Procter & Gamble's Crest brand features a variety of professionals recommending the product who are not exactly dentists. While this one features a butcher, other characters in the playful series include a painter. The Crest commercial is considerably meta, based on its ironic references to the nature of industry-based referrals for products. The clever series is one of many for Procter & Gamble brands by Conill.
Conill Advertising is Saatchi & Saatchi's U.S. Hispanic agency that won a Cannes Lion for its 'Mas Que un Auto' ('More Than a Car') campaign for Toyota in 2015.
What's Driving This Trend
- Humorous Endorsement Ads
- Identifying professions to feature in humorous endorsement ads allows for an entertaining twist on traditional advertising methods.
- Connecting with Hard-to-reach Demographics
- Developing ads that target specific demographics in a humorous way can help connect with audiences who may be difficult to reach through traditional advertising.
- Meta References in Advertising
- Incorporating meta references in advertising, such as ironic nods to industry-based referrals, can help create clever and engaging campaigns.
Who This Affects Most
- Advertising
- Developing humorous ad campaigns that feature unlikely professions can offer a fresh and engaging take on traditional advertising methods.
- Consumer Goods
- Brands that face difficulty connecting with certain demographics can benefit from humorous advertisements that speak directly to those audiences.
- Marketing
- Incorporating meta references and other clever techniques into advertising campaigns can help brands stand out in a competitive marketing landscape.
