2014-11-25

Thoughts On Sensodyne Arabia's YouTube Ad



If you happen to live in the Middle East region namely the Levant and the Gulf and enjoy  YouTube as much as the next person, then you probably have already been subjected to Sensodyne's True White video ads which have taken by storm this channels to a point where it has become a nuisance.

First, the ads:

 
Aside from the fact that the ads are omnipresent on any video you might be attempting to watch there are several issues that might be open to discussion about the type of ad that's been chosen and its targeting.
  1. Type of Ad
    The ads are following a technique which used to be adopted in the 60s for promoting, you guessed it, cigarettes. Doctors were spokespersons for brands such as R.J. Reynolds the manufacturers of the Camel cigarettes.

     
    You might say, fine, toothpaste is not cigarettes. The point I am trying to make is that this technique is ancient and antiquated and perhaps still valid on traditional media. But on the internet where people watch viral videos and clever ads by brands that utilize technologies like augmented reality this sort of 2 dimes a dozen advertizing does not fly and it actually insults the intelligence of even the most average internet user  
  2. The Frequency of the Ad
    While we can understand the eagerness of any brand to push their latest innovation, this is becoming very similar to what radio stations usually do when they are trying to push a hit onto the airwaves by hammering it all day long. Of course it's gonna get into the subconscious of a large number of people but it's also going to irritate and infuriate others to the point of hating the song or in this case the brand (I present exhibits A, B & C)









  3. The Choice of the Spokesperson
    Sensodyne Arabia chose to have both ads above to cover the native Arabic-speaking audience, alongside the large number of English speaking expats living in Dubai.
    1. The gentleman in the first ad  described as a practicing dentists without a name (isn't there some legal requirement for real names?) represents the majority of the foreign workforce in Dubai, but the problem with him as a spokesperson is that he sounds like a heavy smoker. A dentists that sounds like he smokes 5 packs a day is not someone I wish to take advice from, not to mention that he looks bored and just wants to finish filming the commercial.
    2. The female counterpart is for starters inexplicably overzealous. Furthermore as a native Arabic speaker (and by arabic, I mean both classical form and Lebanese dialect) she fails to deliver the message to me a potential client for the new product and a regular fan of the brand. Her performance leaves me too busy getting stuck on the way she uses certain words and more on the pronunciation. Perhaps other countries that do not have the same dialect as this lady were considered irrelevant by Sensodyne Arabia and we should just "suck it up princess" and appreciate the product.
  4. Ignoring Comments on Social Media
    It was almost a month between my initial rant on twitter and the one that took place today by others and triggered this post. In that span of time, Sensodyne Arabia who is supposedly on social media to be social (pardon my french) didn't even bother replying or inquiring about what would cause, not one but two (and more) previous advocates of the brand, to rant out and promise to never buy their product again. I think this takes me back to how relevant the brand considers us. 
So there you go Sensodyne a bigger rant, perhaps it can attract your attention on what we honestly felt was an ill conceived advertising campaign. And if it doesn't well...who cares? Certainly not you!