The Shopping Total Ad Campaign Shows That Adopting Changes Lives
Meghan Young — October 21, 2011 — Marketing
References: shoppingtotal.br & ibelieveinadv
As much as a person can change the life of an unwanted animal, the Shopping Total ad campaign shows that a pet can change the life of their owner just as much, if not more. Of course, many are told that a woman can never change a man, so how can a pet do that? Well, pets are simply that exceptional and people are just human. The clever minds behind the Shopping Total ad campaign know the truth of it, that's for sure.
That said, the Shopping Total campaign was conceived and executed by Brazil-based ad agency G/PAC Comunicação Integrada. By using such infamous villain icons as Darth Vadar and Gollum, who are known for their one-track minds, Shopping Total illustrates the affect that an adopted pet can have on a person.
That said, the Shopping Total campaign was conceived and executed by Brazil-based ad agency G/PAC Comunicação Integrada. By using such infamous villain icons as Darth Vadar and Gollum, who are known for their one-track minds, Shopping Total illustrates the affect that an adopted pet can have on a person.
Trend Themes
1. Adopted Pet Influence - The trend of showcasing how adopted pets can positively change the lives of their owners through ad campaigns.
2. Emotional Advertising - The trend of utilizing emotional messaging and storytelling in advertising campaigns to connect with consumers on a deeper level.
3. Character Branding - The trend of using well-known fictional characters to convey messages and evoke emotions in marketing campaigns.
Industry Implications
1. Advertising - Opportunity for advertising agencies to create impactful campaigns centered around the emotional bond between adopted pets and their owners.
2. Pet Adoption - Disruptive innovation opportunity within the pet adoption industry to highlight the life-changing benefits of adopting a pet through creative marketing strategies.
3. Branding - Opportunity for brands to leverage popular fictional characters to communicate their brand messages and humanize their products or services.
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