We decided to compare the contrasts and similarities between the Radox Feel advert and the Logitech brand video. Whilst both videos share the same aim to increase sales of their company’s products, they have very different styles in their executions.
The Radox feel advert focuses on the effect the product has on its end user by using the repeated question ‘how does it make you feel?’ This gives the impression that the company cares about its customers because they want them to have an experience with the shower gel, not just a passive reaction. The video opens with a soft and calming green background, a colour typically associated with nature. Immediately the viewer associates the product with natural ingredients rather than manufactured ones. We are subconsciously comforted.
The ad is one long continues take with the colours changing behind the woman. If this were to be split by cuts it would detract from the calming feel it gives. It is as though the advert is emulating the feeling the shower gel gives; one that is to be savored and you relax into. The shot choice reflects this. This is similar to the Logitech advert that uses shot choices to reflect its product. Logitech is attempting to attract a certain type of market, the young millennials who they assume live a fast past, energetic lifestyle and therefore their edit choice must be similar. They have decided to have so many cuts that it has unfortunately left the user confused and slightly disorientated. This mirror with the fast changing coloured backgrounds makes it difficult to read the text and properly see the product. Where Radox exceeding in using the cuts to create atmosphere, Logitech has failed. Logitech’s colour choices are stand in total contrast to Radox’s. The colours are bold, almost aggressive and change far too quickly to really appreciate the purpose of them.
Radox is also successful in its reveal of information. It immediately opens with the brand’s name, Radox, and the central idea of the campaign ‘how do you want to feel?’ We are intrigued as the end user because people will always be interested in how they are feeling and how they can further their moods. Radox proves that they always have their end user in mind. This is mirrored against large white text that stands out on the screen against the bold coloured background, but unlike Logitech they use one, inspiring word e.g. ‘uplifted’. Instead of being bombarded by information, the leave the user remember one concept and one strong image.
Both adverts attempt to reveal their products and their brands in two very different way, Radox focuses on the end user and how the product makes them feel, whereas Logitech is a poorly executed video revealing little information and an attempt of what they assume the younger generations want to watch. Overall, Radox is a far better campaign because it is simple, effect and a directly reflection of how they want their product to be perceived and experienced. Logitech has somehow managed to look outdated in a time of modern technology.
Words: Olivia Topley