You can shine

Agency Network: 
Published/Aired: 
October 2009

Description

This 4 minute commercial tells the story of a deaf and mute girl who learns to play the violin against all odds.

Film advertisement created by Grey, Thailand for Pantene, within the category: Health.

Advertising Agency: Grey, Thailand
Executive Creative Directors: Sajan Raj Kurup
Creative Director: Sajan Raj Kurup
Copywriters: Thanonchai Sornsriwichai
Agency Producer: Bee
Director: Thanonchai Sornsriwichai
Production Company: Phenomena, Bangkok
Chief Operating Officer: Shilpa Swaroop
Account Management: Joy
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Guest's picture

goosebumps guaranteed.. amazing execution...

Guest
Guest's picture

awesome. congrats.

Guest
Prof's picture

now that is serious sentimental garbage.

Prof
Activity Score 1449
Copywriter |

Quite really.

sirvan's picture

Well done. But does it have to do w/ pantene? Also, why was everyone trying to beat this girl up? Who was the homeless guy? Why did they have her perform in front of a giant fan? ...so many questions.

sirvan
Activity Score 29856

+++

"I love some things, and don't love some other things."

Guest's picture

great concept. but really the ad could have been edited further.

Guest
Guest's picture

these is way old!!I

Guest
mpared's picture

this is way old .. i ve seen it ages ago

mpared
Activity Score 562
Planner at Bold Ogilvy and Mather |

www.thecuriousbrain.com

Guest's picture

this is from some other business, maybe motion picture, but not an ad.

Guest
Guest's picture

j´adore

Guest
Guest's picture

no seamos pendejos... que tiene q ver una coa con la otra? chvr la parte feeling pero pantene q tiene q ver ahi?

Guest
bompa's picture

I like it. Good entertainment for such a brand.

Me gusta, es entretenimiento y hoy hace falta más de esto en la publicidad. Qué tiene que ver con la marca? La bajada hace link con el tema del brillo del pelo.

bompa
Activity Score 318
Copywriter
Guest's picture

Touching story, cater audience's value from Asian culture background quite well. For me, as a asian audience here, I think, the story touch my heart, so that I can remember this brand.

Guest
Guest's picture

Not sure about this one. To me is a cheesy story.

Guest
Guest's picture

Literalmente jalado por los pelos! creo que la ejecución es demasiado predecible!

Guest
Guest's picture

shampoo and a hearing impaired violinist... awful scenario..

Guest
hagemony's picture

good film. very touchy. thumbs!

hagemony
Activity Score 335
everartz's picture

its a long story for me 4 minutes is more than long for the audience to wait for the very ending, although the story is well built but its not gonna work as TVC.
besides this kind of ending is really insulting for such motivated and ambitious girl when the people judge her from the looks of her hair... i dont like the ending but i like the story only.

everartz
Activity Score 7613
Art Director |

| everartz |

Guest's picture

They judged her for her playing, not her looks. Pantene just happened to make the commercial and is tagging along on the coattails at the end, it's a bit like an athlete sponcering a sports drink.

Guest
Guest's picture

I would love to see any of you making a good TVC like this one. It has some flaws, but is awesome. All of you LOVE to talk rubbish, but I don't see any constructive comment. All of you love to destroy because your little egos need to be fed. If all of you have something better than this, then show it!!! I'm waiting for the day when comments here become HELPFUL to each other. If you don't have anything good or helpful to say, then keep your mouth shut!

Guest
Guest's picture

Está precioso, me emocionó. Una historia sencilla audiovisualmente con mucha belleza. Pero es cierto, aparte de que la tipa tiene un pelo precioso, no tiene nada que ver con pantene. más que felicitar a los creativos, felicito a los cuentas por saber venderla.

Guest
Guest's picture

We've all watched this knowing it's a Pantene ad, and I think that knowledge diminishes the impact. The tagline at the end—You Can Shine—is powerful here in its simplicity and its double meaning, despite the girl waving her head around in the last few seconds, which is a little distracting. This ad goes beyond the idea of beautiful hair to address an issue we all face at one point or another: fulfilling our potential despite obstacles. They tie it back to the product with the tagline. That is the essence, I believe, of effective advertising.

Guest
cp's picture

amazing, my eyes were a little wet

cp
Activity Score 354
Creative Director
Guest's picture

"But does it have to do w/ pantene?"

What does a deaf violinist have to do with shampoo? What do 90% of television commercials have to do with the product they push, other than to give you a warm and fuzzy feeling about the brand?

Guest
Guest's picture

Great Direction by Thanonchai Sornsriwichai....Genius

Guest
gravity's picture

heart touching story with a great direction. however, the effort to connect the story with pantene, especially in last scenes is ruining the whole thing.

it could be a splendid commercial if it was done for a social project, or a brand pushing self confidence and not giving up (like adidas - impossible is nothing.)

gravity
Activity Score 181
Art Director at Sistemsensin
Guest's picture

As someone who was picked on in school for being different (I am dyslexic) I can sympathies with her. I especially like at the end where she not only proves the cruel girl wrong, but upstages her by just being herself and doing what she's always wanted to do. I'll remember the brand Pantene just because I was so shocked it was a shampoo commercial and I was happy to see such a posotive and inspiring story line used. Pantene is killing two birds with one stone, morally saying it's okay to be different and economically shocking viewers into remembering it's brand. Really quite brilliant and wonderful.

Guest
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