Quote:
Originally Posted by htismaqe
Okay, I get that.
Then again, if your argument is that most people just weren't moved enough to click thumbs up or thumbs down, how are they going to be moved enough to buy Gillette over some other brand?
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Branding doesn't have to lead to immediate action.
If a young person didn't have a visceral reaction, chances are this ad isn't going to sway them to not buy. A slight positive impression could be enough to consider buying. But the biggest impact will be the brand activity. They see Gillette's name all over the place. The question is if that's enough to balance any negative reaction that leads to lost sales. It's polarizing of an ad enough to fairly ask that question.