While mindlessly scrolling through my Facebook timeline the other day, I stumbled upon a friend’s status update that shared the link to Dove Hair’s “Love Your Curls” commercial. I’ve shared the video below.
At 2 minutes and 45 seconds, the video is much longer than a traditional, for television advertisement, but it is still—at its core—an advertisement. It doesn’t come out and say that Dove Hair products will make your hair shinier, your curls bouncier and your love for those curls grow. This being said, this heart-warming video is still attached to a brand: Dove.
Aside from the fact that the video made my eyes water for emotional purposes, I couldn’t help but think about the fact that I wouldn’t see this entire version in the places I normally see ads.
The video is much longer than the usual 30-second or 1 minute long ad spaces we see on televisions, which made me realize that it wasn’t created for where we expect to see ads.
Campaigns with longer videos are put on YouTube so that people can see a more developed and elaborate message. This can be done by making a long advertisement and running a shortened, 30-second version of it on television but posting the original video online. Though I don’t think running shortened versions of these advertisements will ever stop, I predict that many companies will, too, share longer campaigns on YouTube.
Personally, I think this is genius. It’s very rare that I can connect with a commercial enough that I almost cry. I won’t say it’s never happened because I’m sure I’ve gotten emotional once or twice to a 30-second ad, but that’s not normal for me.
Longer campaigns or adverstiesments that are posted online, however, are more effective in pulling my heartstrings.
For example, look at the “Like a Girl” campaign done by Always.
At 3 minute and 18 seconds, this campaign is much longer than the slots made for television on a normal day. I’ve seen shorter portions of this ad on television, but it wasn’t nearly as effective in its shorter length than in its entirety. To be honest, I thought the ad was a good idea, but I didn’t think about after the 30 seconds were up. After I saw the whole video, I had a much different reaction.
I think this is—or should be—the future of advertisements. Now don’t get me wrong, I don’t want advertisers to abandon the television ads, but these developed campaigns posted directly to YouTube are much more effective in getting the intended message across.
Reacting to the love your curls ad, I loved it. I think Dove hit the nail on the head about curly hair and young Anastasia would have probably said similar things about hating her curly hair.
I even caught myself saying to my mom a few weeks ago about how it’s so much easier to “get pretty” when my hair is pretty. And by pretty, I meant straight. My mom shook her head, also full of curly hair, in disagreement to the statement but it wasn’t until later in the night that I realized how wrong that was.
I very rarely straighten my hair, so why not love the hair I have in between the straightness? I’ve definitely come a long way from hating my hair, but I still have a while to go. My curls are really tight (and they’re looser than they used to be because I get my hair relaxed—I’ll get into that another day) and some people pay for this. I get it for free!
In fact, I’ve been making an effort to wear my hair half-up, half-down to class because it’s not hard to do and why not?
I’ll keep you posted on how long I wear my hair down, and if I stumbled upon another ad that’s longer than traditional that pulls on my heartstrings.