Laurier's commercials are more than just product introductions; they are short, inspiring stories about confidence, comfort, and freedom. They successfully transform an everyday essential into a trusted companion for women. This article will delve into an analysis of 7 engaging, high-viewed Laurier TVCs to explore the key elements that contribute to their success, from visuals and voiceovers to color palettes and meaningful messages.
The most interesting Laurier TV commercials ever.
Each Laurier TV commercial is built on a core message, addressing a specific need or concern of women. Below is a detailed analysis of 7 typical examples:
1. "Laurier Zero Feeling"
This Laurier TV commercial focuses on a crucial insight: the desire for the sanitary pad to disappear, providing a weightless, "as-it-is" feeling for girls during their periods. It opens with a girl waking up comfortably, then practicing yoga, her movements graceful. Close-up shots highlight the product's incredibly thinness (only 1mm).
The visual representation of the "200x super-absorbent" capability is presented through crystalline graphic blocks, conveying a sense of cleanliness and high-tech sophistication, rather than traditional liquid imagery. The image of a girl comfortably absorbing liquids all day long, without interruption, strongly reinforces the message of "light as air."
The voiceover is feminine, very gentle, clear, and somewhat ethereal. This tone perfectly matches the "Zero Feeling" concept, creating a relaxed, pleasant, and trustworthy feeling for the listener. The TV commercial uses pastel colors as its main theme, especially white and light blue. These are colors of cleanliness, gentleness, and purity. They create an airy, comfortable atmosphere, perfectly supporting the "light as air" imagery.
Meaning of the TV commercial: The core message is to liberate women from all the discomfort and restrictions during their period. "Zero Feeling" is not just a product feature, but a promise of absolute freedom, helping women feel comfortable being themselves in every moment.
2. “Laurier Happy Skin – Gentle Touch, Cherishing Care”
The Laurier advertising campaign addresses another common problem: skin irritation and damage. The TV commercial uses highly symbolic imagery for softness. We see close-ups of a feather, soft cotton fibers, and, most notably, the image of "proving the softness."
The "rubbing" demo directly demonstrates the product's superior surface in reducing friction – a major cause of skin damage. The voiceover here is warm, understanding, and full of care. The tone is like that of an older sister or a friend comforting and sharing a self-care secret.
The dominant colors are pastel pink and white. Pink evokes images of baby skin, femininity, and gentleness. White symbolizes cleanliness and safety. This combination creates a feeling of security and protection.
Meaning of the TV commercial: The message is clear: "Gentle touch, cherishing women even more." Laurier Happy Skin is not just a sanitary pad; it's a genuine "skincare" product for the sensitive area. This TV commercial successfully elevated the product from an essential item to a sophisticated self-care solution.
3. “Laurier Super Slimguard – Unleash your individuality”
This is a Laurier TV commercial with a message aimed at the dynamic younger generation. The TVC opens with images of stylish young women in modern settings. They confidently express themselves, defying judgments and prejudices.
Product images appear quickly, acting as a "secret weapon" to support that confidence, helping them feel "comfortable, secure, and confident in any situation." The voiceover is youthful, modern, and powerful. No longer a gentle voice, but a decisive, declarative voice, accompanying the girls on their journey.
The colors in this TV commercial are more diverse and vibrant. Besides the brand's signature blue/pink, the settings utilize a variety of urban and fashion colors, reflecting the diverse personalities of young people.
Meaning of the TV commercial: “Don’t let prejudice hold you back.” The message of this TV commercial goes beyond the product's features. Laurier Super Slimguard is positioned as a companion, encouraging young women to break boundaries, confidently express their “natural beauty,” and “unleash their individuality.” The product is a tool to help them achieve that freedom.
4. “Laurier Super Slimguard – Healthy, beautiful, and full of vitality”
This Laurier TV commercial links the product to a positive lifestyle trend: a healthy lifestyle. We see an image of a girl who is "beautiful wherever she is, whatever she's doing," enjoying life to the fullest. Activities like practicing yoga, enjoying a healthy breakfast, or simply enjoying the morning sunshine are all depicted. The product image is integrated as an essential part of this "health and beauty" routine.
The voiceover is bright, optimistic, and full of energy. This tone conveys a positive, cheerful spirit. The TVC uses many bright colors, especially green (representing nature and health), blue (representing Laurier), and white. The lighting in the TVC is always bright daylight, creating the feeling of a vibrant new day.
Meaning of the TV commercial: The message is "Healthy, beautiful, and full of vitality." This TV commercial cleverly positions Laurier not just as a product for "that time of the month," but as part of a healthy lifestyle. Maintaining "maximum hygiene" is just as important as eating well or exercising. This is a smart approach, linking the brand to holistic health values.
5. “LAURIER SAFETY NIGHT – Sleep soundly without leaks”
This is an incredibly effective 15-second TV commercial, focusing on a single worry: nighttime leaks. The commercial creates a strong contrast. The image shows a girl sleeping soundly, comfortably changing positions without worry. This is contrasted with the image of a boy experiencing a leaky pipe. The final scene shows the girl waking up in the morning, stretching and feeling refreshed, "full of energy," clearly demonstrating the ultimate benefit of a good night's sleep.
The voice is deep, warm, and very decisive. The tone conveys a feeling of absolute security, like a firm promise of protection. The dominant colors are dark blue and charcoal, the colors of night and deep sleep. The product's graphic details are in bright pink and blue, standing out against the dark background. This contrast highlights the product's protective features in a nighttime setting.
Meaning of the TV commercial: The message is very direct: “Sleep soundly without leaks.” This Laurier TVC sells “peace of mind” and “a good night’s sleep.” The benefits don’t stop at night, but extend to a “refreshing day”—a direct result of being protected throughout the night.
6. “Laurier Super Slimguard – Live freely without limits”
This Laurier TV commercial is an upgrade to the "freedom" message, pushing it to the level of "unlimited." The visuals in this TV commercial are extremely dynamic, with scenes of girls not only walking, but also running, jumping, dancing, and engaging in vigorous physical activities. The camera movements are fast and fluid, following each movement. The product imagery emphasizes its elasticity, perfect fit, and secure fit, allowing users to move freely.
The music in the TV commercial is fast-paced, energetic, and upbeat, energizing. The voiceover is high-energy, decisive, and inspiring. The TV commercial uses modern, high-contrast colors, moving away from soft pastels and opting for bold, distinctive hues that reflect a dynamic lifestyle unafraid of challenges.
Meaning of the TV commercial: The message "Live freely without limits" is a powerful statement. Laurier not only helps you feel comfortable in your daily activities, but also acts as a companion in high-intensity activities. This TV commercial targets active, sporty women who don't want anything to hold them back.
7. “LAURIER SUPER SLIMGUARD COOL – Cool and comfortable”
This Laurier TV commercial focuses on a unique sensory benefit: the feeling of coolness. The main visuals of the TVC are symbols of "coolness" such as mint, ice crystals, and graphically rendered streams of cool air. The girl in the picture has a refreshed expression, as if she has just been relieved from a stuffy, hot feeling. The TVC brilliantly visualizes a physical sensation.
The music will have a refreshing rhythm, possibly using sound effects like soft "ting" or "whoosh" to evoke a sense of coolness. The voiceover will be clear, crisp, and invigorating. Cool colors such as mint green and ice blue will dominate the TVC, combined with white, creating an immediate visual "cool" sensation.
Meaning of the TV commercial: The message "Cool and comfortable all day long" directly addresses the insight of stuffiness and discomfort, especially in hot and humid climates. This Laurier TVC successfully creates a distinct product segment, selling a refreshing and unique experience.
The secret to creating impressive Laurier TV commercials.
From the analysis of the 7 Laurier TV commercials above, we can deduce some golden "secrets" that have contributed to the success of this brand's advertising campaigns:
1. Tapping into the "secret" insights of women.
Laurier's greatest success lies in its ability to listen to and understand women's "hard-to-talk-about" anxieties. Each TV commercial offers a solution to a specific problem:
- Afraid of irritation.
- Afraid of being trapped in a stuffy cellar.
- Fear of flooding at night.
- Afraid of the feeling of "wearing" it.
By directly addressing the problem, Laurier TVC creates immediate empathy and trust.
2. Visualizing the core benefits
Laurier is a master at transforming rational features (thin, absorbent) into emotional, memorable images.
- Softness It is represented by a feather (Happy Skin).
- Gentleness visualized using flowing chiffon fabric (Zero Feeling).
- Cooling visualized using ice crystals (Slimguard Cool).
- Thinness This is emphasized by the number "1mm" and the repeated "super absorbent 200 times" capability (Super Slimguard).
This helps viewers "feel" the benefits of the product instead of just "hearing" about it.
3. Positive and empowering messages
Laurier TV commercials successfully shifted the narrative from "incident" and "protection" to "confidence," "freedom," and "empowerment." Instead of focusing solely on "that time of the month" as a problem, Laurier transformed the product into a tool for women to "unleash their individuality" or "live freely without limitations." The message remains positive, optimistic, and relevant to modern lifestyles.
4. Build a consistent emotional impact through color and tone of voice.
Each Laurier TV commercial is a carefully controlled emotional "feast." This consistency creates a powerful emotional identity for the brand:
- Color: There's always a purpose. Pastel pink for gentleness, ice blue for coolness, dark blue for nighttime safety, vibrant colors for dynamism.
- Voiceover: The tone of voice is always adjusted to suit the message. Sometimes it's a whisper, soothing (Happy Skin), sometimes it's bright and optimistic (Healthy and Radiant), and sometimes it's strong and assertive (Unleash Your Uniqueness).
Laurier TVC campaigns are not only commercially successful advertisements with high viewership, but they are also prime examples of empathetic marketing. By combining understanding customer insights, creatively visualizing benefits, and conveying positive messages, Laurier has built a strong position in the minds of consumers.
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