Beauty Doesn’t Come In A Bottle

With Lux Shampoo, Unilever is striving to make beauty available to all women. To achieve their mission, the global packaged goods concern is turning to the star power of Catherine Zeta-Jones in a Hollywood-like production.

According to Brand Republic, the short, “Alchemist,” was created by JWT from an original screenplay by Jeffrey Caine, who also wrote the screenplay for James Bond film “GoldenEye” and thriller “The Constant Gardener”.
The question this piece brings to mind for me is: what is “content” and what is a “commercial”?
The above looks very much like a commercial that jumped the :30 second track. I don’t have a value judgment about that fact, but I do have a point of view about content’s role in the marketing mix. I believe content is attractive to customers and prospects precisely because it’s not a commercial.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • Stu Sutcliffe

    Nicely put. I additionally believe a well rendered commercial need not be ashamed to declare itself a commercial.