Clear TV commercials, with their unique and creative designs, easily leave a lasting impression on viewers. These brand advertising videos, broadcast on television channels, feature eye-catching colors, attractive actors, and a compelling voiceover, along with other outstanding elements that contribute to their remarkable success. Join Right Media in exploring some impressive Clear TV commercials in this article.
Famous Clear TV commercials, creative ideas.
Clear's strategy is diverse; sometimes they use brand ambassadors as their trump card, other times they focus on the technological strength of their products, and still other times they capitalize on consumer lifestyle trends. Below is a detailed analysis of the creative ideas behind 7 typical Clear TV commercials:
1. CLEAR MEN and Ambassador Erling Haaland – “Exceptional character from a cool head”
This is one of Clear Men's strategic moves, continuing their tradition of using global football icons (like Cristiano Ronaldo). This TV commercial builds a valuable metaphorical bridge: "A cool head" not only represents the refreshing, dandruff-free feeling that Clear provides, but also the peak mental state of a deadly striker like Erling Haaland. It embodies calmness, focus, and unwavering determination to make the right decisions.
The saying "exceptional strength begins with a cool head" is the core message. Clear Men not only helps you get rid of dandruff, sweat, and bacteria, but also empowers you with the "strength" to conquer challenges. Choosing Haaland, a young player at the peak of his form and known for his composure, makes this message even more credible and inspiring.
2. TVC CLEAR – The “Cool Head, Warm Heart – Be The First You” Campaign
Although this video is only a short 15-second clip, it represents one of Clear's most successful and long-lasting youth-focused branding campaigns. The TVC strikes a perfect balance between product benefits and emotional value. The added slogans, "cool head" and "warm heart," make the advertisement even more special.
- "Cool Head": The core physical benefits of Clear: A dandruff-free, cool, itch-free, and non-greasy scalp. It leaves you feeling comfortable, confident, and worry-free.
- "Heart of Warmth": The emotional benefit is inspiring. Once you have a "cool head," you are free to pursue your passions and live life to the fullest with a "warm heart."
“Be The First You” is a call to action. This Clear TV commercial doesn't just sell shampoo, it sells a lifestyle: Confidence (dandruff-free) to be yourself, to pursue your passions. This campaign has elevated Clear from a dandruff treatment product into a symbol of confidence and resilience for the younger generation.
3. Clear TVC “10X Super Vitamin Power” – Solving problems from the root.
These two Clear TV commercials focus on the technological power and superior benefits of the product. Instead of using celebrities, Clear lets the product itself be the "star." Why should customers trust Clear? The answer is "10 times more super vitamin."
These TV commercials directly address the issues of "the trouble caused by dandruff" and "dandruff & oily scalp." The message is clear: Clear not only temporarily cleanses dandruff, but also "protects the scalp" and "prevents dandruff from returning." The "10X" (ten times) number is a strong quantitative message, creating the impression of a superior formula with immediate and long-lasting effectiveness.
4. Clear Ginger & Chamomile TVC – “When a Healthy Lifestyle Meets Hair Care”
This is a great example of Clear's ability to catch trends. This TV commercial exploits a very subtle insight into the modern consumer: they are very careful about eating healthy, but forget about taking care of their scalp. Clear has created a product that combines anti-dandruff technology with popular natural ingredients (Ginger & Chamomile).
The message is about "rescue" and "nourishment." Clear is no longer just a powerful "special treatment" product, but also a solution that "nourishes from the roots for dandruff-free, strong, and voluminous hair." This TV commercial helps Clear expand its customer base to include those who love natural products and care about overall health.
5. TVC Clear 9 Traditional Herbal Products – “A “2-in-1” solution for hair breakage and loss”
Clear addresses the two biggest hair problems for Vietnamese people in one product: dandruff and hair breakage. By using "9 traditional herbs," Clear taps into consumers' traditional belief in natural, time-honored solutions.
The message "Free from dandruff, Reduced hair breakage with 90%" is a powerful double promise. This Clear TVC affirms the brand's expert position, demonstrating its ability not only to treat dandruff but also to address more complex issues like hair breakage, through a combination of modern science and traditional wisdom.
6. Clear TVC “Beat the Summer Heat” – Instant Energy and Refreshment
This TV commercial associates Clear with summer, exercise, and the feeling of "heat." When you exercise and sweat, your scalp gets itchy and dandruff-prone. Clear appears as an instant savior. "Clear eliminates dandruff, provides a cool, refreshing feeling, and beats the summer heat." The message is incredibly direct, simple, and memorable. This TV commercial doesn't talk about profound philosophy, but focuses on immediate benefits: refreshment and coolness. This is an effective way to boost sales during peak season.
Why is the Clear TV commercial so effective for marketing campaigns?
An analysis of the 7 TV commercials above shows that the success of Clear's TV commercial was not due to luck. It was the result of a multi-layered, well-structured, and consistent communication strategy. Here are the core reasons:
1. A top-notch and consistent Key Opinion Leader (KOL) strategy.
Clear is one of the few brands in Vietnam (and worldwide) that consistently uses number 1 symbols in its field.
- Global scale: The use of football superstars like Cristiano Ronaldo and more recently Erling Haaland (in video 2) not only builds trust but also associates Clear Men's image with top performance, confidence, and success.
- Domestic symbols: In Vietnam, Clear has collaborated with some of the most influential A-list stars in V-pop, such as Son Tung M-TP and Toc Tien… They not only advertise but also embody the spirit of "Cool Head, Warm Heart".
- Relevance: Clear doesn't choose KOLs randomly. They select individuals with "confidence," a unique "style," and who perfectly align with the "confidence" message the brand pursues.
2. The most consistent core message: “Free Dandruff” is the foundation of “Confidence”
No matter which Clear TV commercial you watch, from herbal, ginger and chamomile, to Haaland, the underlying message is always the same: Dandruff is a barrier to self-confidence. Clear is the solution to break down that barrier.
All the TV commercials revolve around the theme of "Problem - Solution".
- Problem: Dandruff, itching, "trouble," lack of confidence, feeling hot and bothered.
- Solution: Clear (with 10X Vitamin technology, with Mint, with Herbs…).
- Result: Dandruff-free, refreshed, and most importantly, "Confidence," "Courage," and "Cool Head" to pursue your passion.
This consistency over the decades has cemented Clear in consumers' minds as the number one expert in dandruff treatment.
3. Deeply understand customer "insight".
Clear understands not only the rational issue (dandruff), but also the psychological issue (embarrassment due to dandruff).
- Vision 1: “Dandruff made me lose confidence.” -> Clear brings confidence and “boldness” (Haaland TVC, “Cool Head, Warm Heart” TVC).
- Insight 2: “I want to treat dandruff, but I’m also afraid of chemicals and want a natural/safe product.” -> Clear launches the Ginger & Chamomile line, a line of 9 Traditional Herbs.
- Insight 3: “I’m very active, I sweat a lot, and my scalp is very itchy and hot.” -> Clear launches its “Beat the Summer Heat” line with cooling mint.
- Insight 4: “I want a ‘strong’ product, with noticeable results.” -> Clear launches TVC “10X Super Vitamin”, “the best dandruff-fighting formula”.
By continuously listening and diversifying its products based on "insight," Clear TVCs always feel "fresh" and "hit the nail on the head" for viewers.
4. Innovation in production and balancing Brand and Product
Clear's strategy strikes a perfect balance between brand building and product promotion:
- TV commercial for brand building: Like the "Cool Head, Warm Heart" campaign or the Haaland TV commercial, they don't focus too much on ingredients, but rather on philosophy and lifestyle, creating love and admiration for the brand.
- TV commercial promoting the product: Like "10X Vitamin" or "Ginger & Chamomile," these products focus on benefits, technology, ingredients, and specific problem-solving to encourage viewers to "buy now."
This harmonious combination allows Clear to maintain its sophisticated and inspiring brand image while ensuring consistent sales growth.
From the above analysis, it can be seen that Clear's TVC campaigns are a prime example of modern marketing: creative, customer-centric, consistent, and always innovative. This brand doesn't just sell a bottle of shampoo; they sell a comprehensive solution for confidence, a "cool head" for "courage," and inspiration for a "passionate heart."
Clear's journey in Vietnam, from leveraging global superstars to tapping into traditional values and the "healthy" lifestyle trend, is a valuable lesson in adaptability and market dominance. It's certain that Clear will continue to deliver even more explosive campaigns in the future.
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