A Moustache | Mi Bigotillo|微电影|广告营销案例【ADGuider广告指南】

小胡子 | Mi Bigotillo

案例简介：背景 11 月是男性健康意识月，11 月 19 日是国际男子日。这是一个男性属性-小胡子-通过 # Movember 运动作为支持前列腺癌男性的一种方式。但是如果我们回顾一些男人的生活，回顾他们十几岁的时候，我们会发现同样的属性，他们的小胡子,对于许多开始成长的青少年来说，这可能是一个复杂的真正原因。理念这是吉列与西班牙附近合作，在他们的新活动中使用的洞察力，名为 “小胡子 | 我的小胡子”，声称 “需要一个真正的男人才能成为你”。吉列将这场运动带回了包容男性的形象，现在把重点放在一个关键时刻 -- 青春期 -- 这个阶段见证了每个男孩未来的男人的开始。男士剃须品牌旨在鼓励年轻人开始做自己，而不是像吉列这样的品牌，告诉他们应该如何处理自己的外表。竞选这场运动围绕一个有趣的广告展开，一些男孩用一首歌作为国歌，让他们对自己的第一部《桃子绒毛》逐渐感觉更好。这首流行歌曲《小胡子》的作者是斯蒂芬 · 柯林斯 · 福斯特，他是经典歌曲《哦，苏珊娜》的作曲家。他的歌词旨在让那些注意到第一个小胡子开始的青少年，谈论拥有一个好的小胡子有多好。该广告将于 11 月 18 日上电视，在西班牙队 2020 欧元决赛预选赛期间。未来几周，它将出现在电视和不同的数字媒体上。该活动还包括一个 60 英寸的数字广告，该广告将在 hayquesermuyhombre.es 网站上发布，此外还有一个与国际人日重合的 YouTube 品牌日，以及一个展示活动。任何希望加入对话的人都可以使用活动标签 # myfirstmostache 和 # ItTakesARealMan。该活动还与之前参加吉列 # ItTakesARealMan 活动的名人合作: Paco le ó n，Dani mart í n，David Silva，jes ú s Vidal，Pau Ribes 和 rub é n Errebeene。他们都将在社交媒体档案上发布与该运动相关的内容，以鼓励年轻人开始做自己。

小胡子 | Mi Bigotillo

案例简介：BACKGROUND November is Men’s Health Awareness Month, peaking on 19 November with International Man’s Day. And it is a month where a male attribute—the moustache—takes pride of place as a way to support men with prostate cancer, through the #Movember movement. But if we look back a few years in the life of some men, to their teenage years, we will discover that this same attribute, their moustache, can be a real cause of complex for many teenagers starting to grow what is known as a ‘fuzztache’ or ‘bumfluff’, amongst other things. IDEA This is the insight being used by Gillette, in collaboration with Proximity Spain, in their new campaign, entitled ‘A Moustache | My Moustache’ with the claim ‘It takes a real man to start being you’. Gillette has brought this campaign back to revindicate inclusive masculinity, focussing now on a key moment—puberty—a stage that sees the beginnings of the man that each boy will be in the future. The men’s shaving brand aims to encourage young men to start being themselves and for nobody, not even a brand like Gillette, to tell them what they should do with their physical appearance. The campaign The campaign revolves around a fun ad featuring some boys using a song as an anthem to make themselves gradually feel better about their first ‘peach fuzz’. The author of this popular song, called ‘Moustache’, is Stephen Collins Foster, the composer of the classic ‘Oh, Susana’, amongst other songs. His lyrics aim to empower teenagers who notice the beginnings of their first moustache, talking about how good it is to have a good moustache. The ad will be on TV on 18 November, during the Spanish team’s qualifier for the UEFA Euro 2020 final tournament. And it will be seen on TV and on different digital media over coming weeks. The campaign also includes a 60” digital ad that will be hosted on the hayquesermuyhombre.es website, in addition to a brand day on YouTube coinciding with International Man’s Day, and a display campaign. Anyone who wishes to join the conversation can do so using the campaign hashtags #MyFirstMoustache and #ItTakesARealMan. The campaign also has the collaboration of the celebrities who participated in the previous Gillette #ItTakesARealMan campaign: Paco León, Dani Martín, David Silva, Jesús Vidal, Pau Ribes and Rubén Errebeene. They will all post content relating to the campaign on their social media profiles to encourage young men to start being themselves.