MODESS

MODESS

TITLE: “Polly”

DURATION: TVCs 30s edit master

AGENCY: Dual Action Blender

PROD. HOUSE: Unitel

PRODUCT: Modess

CLIENT: J&J

DIRECTOR: Erin Pascual

COLORIST: James Ecito

EDITOR: Joel Alagao

SUITE: Inferno

DATE: July, 01, 2011

This modess advertisement used testimonial as their technique. Testimonial because they used female celebrity to endorse their product. It is 30 seconds tv commercial, in this commercial instead of showing a story, they used Maja Salvador (The celebrity endorser) to be their testimony in proving that unlike the other sanitary pad brand, modes is the one that every girls should be trusted.

As what I’ve said instead of publishing a story, modess shows a concept wherein Maja Salvador way of convincing girls to choose modes over the other brands is by stating facts in 30 seconds which is considered as their competitive advantages among the others. Maja even said that she tries a lot of sanitary pad which offer low price but end up dissatisfied because of poor quality and she even think that buying those sanitary pad can able her to save money but in the end she regret it, but when she try to use modess pad all of her worries disappear she proved the the modess has total protect system, wherein girls don’t have to worry when their menstrual period comes, the modess is much better in leaked protection, can save you from irritation and odor.

For me, the strategy that they used is quite convincing, aside from Maja is one of my favorite actresses, ever since I got my first menstrual period and up until now, I uses modess as my sanitary pad because just like what Maja said modess is my trusted best buddy during my period days.

In my own opinion the message that the commercial is trying to apply is that when a girl use a modess she can do everything without worrying about her period, she can do what she wants to do, this is all for the girls who are lacking self-confidence when their menstrual period arrive.