In Patene's shampoo commercial, the primary focus of the commercial is placed on a young deaf girl who tries to play violin. The girl has trouble being accepted by others; one of her classmates who plays piano pushes her around, and several boys violently attack an older man who tries to help her go beyond her disability. Yet in the end, the focus of the commercial suddenly changes to that of the young girl's hair. It becomes immediately clear that the commercial is actually for a Patene product with the chrysalis metamorphosis imagery and the enthusiastic hair waving given by the girl in her violin performance.
Patene is just like any other company in that they wish to market and sell their products as effectively as possible. But their commercial was able to do more than that. Patene told a sympathetic story of a young girl who struggled against many obstacles, and who managed to overcome them and shine brightly in a brilliant violin performance. Patene told a passionate story that many can sympathize with and were also able to market a product in an effective manner. Just by looking through the various comments posted, it can be seen that both goals were easily accomplished. Several people commented on how inspirational it was. Another commented that watching it would make one want to use Patene products for the rest of their lives.
To that end, I applaud Patene for making such a visually and emotionally stunning commercial. It's one thing to make a commercial that markets a product, but it's an entirely other thing to also inspire others while marketing said product.
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