POND’S Flawless White

“Love Conquers All”

• Awkash Lunju

• Bintang Suwanda

• Dina Desiana

• Fany Rifkoh

• Melia

• Niaratna Apsari

Guidelines for writing television copy

1. Use the video

2. Support the video

3. Coordinate the audio

with the video

4. Entertain but sell the

brand

5. Be flexible

6. Use copy judiciously

7. Reflect the brand’s

personality and image

8. Build campaigns

Use the video

• Yes, the ad of Pond’s

Flawless White (Love

Conquers All)

• The video supports

the product because

the storyline about a

woman’s story.

Support the video

• The ad presents a storyline that makes the

viewers know the greatness of ponds within 7

days.

Coordinate the audio with the video

• Yes, the audio supports the video (with the drama effect sound).

There’s no verbal communication. The music supports the video

in every situation, like when there’s a happy scene the music

plays happy tunes. When there’s sad scene the music plays sad

tunes. When Tom’s mother is angry, there’s a loud tunes.

Entertain but sell the brand

• The advertisement can entertain some viewers

(who love drama, ex: mothers & women ) and

sell the brand.

Be flexible

• Yes, this video is flexible for consumer and

customer (include the men who want to buy it

for their wife or women).

Use copy judiciously

• There’s no verbal communication in this ad but this

video is able to show this product works in 7 days.

(With a storyline that tells that the eviction will happen

7 days longer.)

Reflect the brand’s personality and

image

• Yes, the ad reflects the brand’s personality and

image with the concept “White is Beautiful”.

Build campaigns

• Campaign: white is beautiful and flawless

(its their standard of beauty).

Thank you