If there's one thing guaranteed to annoy teens, it's brands that try too hard to appeal to them. Clearasil plays on this in its latest campaign from Droga5, which hinges on the idea that the brand only knows about acne, and knows absolutely nothing about how to be cool to teens.
A set of 10 comedic ads portray the company's marketers floundering around trying to appeal to teens in various ways: for example, portraying a hot tub pizza party, releasing birds into the wild to appeal to teens' "optimistic" side, staging "dangerous" stunts and one where they stay up till 2AM because they know teens like late nights. There's also a display of "inappropriate images," a silent EDM show, street art, and the brand even tries to talk to teens through other teens.
But mingled together with the humor of these lame attempts there's a clear product message, about Clearsil working quickly on your acne. What's more, some have an interactive element, asking viewers to troll or appreciate their attempts to be teen-friendly.
The agency describes the ads as an "evolution" of its previous campaign, taglined "Let's be clear," which resassured teens that their acne wouldn't last forever. They're funny, different -- and might just appeal to those elusive teens.