Slimming Sanctuary Soft Sells
SLIMMING SANCTUARY LINS AD SHIROKU MARKETING
- Slimming Sanctuary works with LINs Ad and Shiroku for new TVC
- Different concept from usual body and skin care ads
- Airs on TV3 on Monday
Malaysia - Slimming Sanctuary has collaborated with LINs Ad and Shiroku to launch a new TVC which it hopes will set it apart from the other brands in the category.
Directing the shoot was Shiroku's Jay Sheldon who said he really wanted to "sell the sizzle" with this project.
"The place has a wonderful look and feel to it and I had to capture that mood. Many of these kinds of TVCs all look the same. You don't know until the end slide what or where you are. With this one, I hope to create a new direction, create a mood. Bring the viewer a look at the feel of the environment there," Sheldon said.
The crew worked with four different actresses and spokespersons for the shoot, and in the commercial they are seen relaxed and talking about how the spa gives them the confidence to feel better about themselves - a different approach from the usual hard sell tactics seen in many body and skin care TVCs.
"Again, this was a part of what I wanted to develop." Sheldon said.
"Capturing that 'feeling' as opposed to a straight up sales pitch. We've seen that before, it's time to remember that we're about visuals, with movement and flow, and it should be more about presenting emotions and feelings. That's where the strength is in this medium. We're telling stories, creating moods and hopefully building a desire in the audience to be a part of that," he said.
The TVC airs Monday on TV3.
Shiroku's GM, Yoveindra Arumugam said he was proud to be associated with Lins Ad and its clients - and that the win was big news for his agency which is trying to increase its production and interactive profile.
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