Olhar Publicitário
Autor: Mariana Bremgartner | Publicado: 2011-12-16T05:53:00-08:00

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Ontem fui ao cinema e assisti o filme: "Noite de Ano Novo".



Elenco: Robert De Niro, Ashton Kutcher, Katherine Heigl, Sarah Jessica Parker, Halle Berry, Michelle Pfeiffer, Zac Efron, Jessica Biel



Trailer:&nbsp;







Breve Resumo: Trata-se de uma comédia Romântica, onde vários acontecimentos giram em torno de uma comemoração de Ano Novo na cidade de New York. Relata casos de Amor, Perdão e vida nova. E uma frase que me marcou foi a seguinte: "A segunda chance só termina as 23h59", ou seja, tente!&nbsp;



Análise publicitária:

Como já é de se esperar acontecem várias cenas de Merchandising, neste filme nos deparamos com &nbsp;Nívea e até a&nbsp; pulseirinha do Equilíbrio.

Mas não foi com o merchandising da pulseirinha do Equilíbrio que me surpreendi e sim com o da Philips, isso mesmo uma das maiores empresas de lâmpadas do mundo.

Quase todos os finais felizes do filme se passam na famosa descida da bola realizada na Times Square, para os que não conhecem segue uma imagem abaixo:








 

O funcionamento da bola é acionado através de um enorme interruptor da marca Philips (onde é nítido seu merchandising) e com muita ênfase é mostrado na cena. Mas no momento em que a bola juntamente com suas luzes é ligada para ergue-se até o topo do mastro, e depois descer novamente as 23h59, as luzes apresentam defeito. E como sempre no final tudo volta a funcionar.



Eu comecei a pensar, porque uma marca investiria em um Merchandising onde seu produto apresenta defeito e depois volta a funcionar?

Com tanta exigência dos consumidores de hoje em dia, o que eles preferem? Um produto que não o deixe na mão e principalmente não o faça passar por apuros, ou um que não apresente este tipo de defeito?

Outra situação engraça foi que quem consertou a bola foi um humilde eletricista, e não um responsável pela empresa.



Alguém consegue descrever uma justificativa que me faça entender este episódio?