In the commercial we viewed, Pantene attempts to sell its product through a typical triumph-over-adversity story. Presented more like a short film than an advertisement, Pantene pulls a "bait and switch" on its audience. This serves to draw the viewer in, get them emotionally involved, and then hit them with the product pitch at the story's climax; rendering it extremely memorable.
This commercial shows a young deaf girl being bullied by her peers. It seems that in her daily life, she experiences a lot of pain. However, despite being deaf, the girl begins to learn to play the violin. She imagines herself in a wheat field while she practices, giving the impression that music is a release for her, allowing her to feel happy and free. The audience, of course, is rooting for her; we want her to defy the odds and overcome her obstacles and not let her bully bring her down. We are touched by her success: just as she enters a playing competition and stuns the audience (her bully included), Pantene throws their slogan up on the screen: "You can shine." All the feelings of happiness and pride we have on her behalf are immediately associated with Pantene and having beautiful, shiny hair.
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