Clearasil Admits It Has No Clue How to Talk to Teens

Latest Ads From Droga5 Show Lame Attempts to Appeal to Target Market

Published On
May 20, 2016

Editor's Pick

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.

Credits

Date
May 20, 2016
Brand:
Clearasil
Client:
Clearasil
Agency:
Droga5
Chairperson:
David Droga
Chief Creative Officer:
Ted Royer
Group Creative Director:
Tim Gordon
Associate Creative Director:
Jen Lu
Copywriter:
Sarah Lloyd
Art Director:
Mary Dauterman
Junior Copywriter:
Madeleine Trebenski
Junior Art Director:
Brittain McNeel
Chief Creative Officer:
Sally-Ann Dale
Head of Broadcast Production:
Ben Davies
Production Group Manager:
Topher Lorette
Broadcast Producer:
Leah Donnenberg
Associate Broadcast Producer:
Jacqueline Omanoff
Social Producer:
Gabrielle Nicoletti
Global Chief Strategy Officer:
Jonny Bauer
Group Director, Strategy:
Jonathan Gadd
Director, Strategy:
Danielle Travers
Group Communications Strategy Director:
Samantha Deevy
Social Communications Strategist:
Maureen O'Brien
Data Strategy Director:
Lily Ng
Data Strategist:
Christina Fieni
Senior Strategist:
Nika Rastakhiz
Executive Group Director:
Brett Edgar
Executive Group Director:
Angela Kosniewski
Account Director:
Amanda Chandler
Account Director:
Megan Gokey
Account Manager:
Lucie Kittel
Project Manager:
Rayna Lucier
General Manager, Brand:
Chris Tedesco
Director, Marketing:
Aurore Trepo
Brand Manager:
Niccolo Francalanci
Brand Manager:
Elyse Goldweitz
Associate Brand Manager:
Rochelle Samuels
Production Company:
Ways & Means
Director:
Nick Paley
Director:
Dean Fleisher-Camp
Director, Photography:
James Wall
Executive Producer:
Jett Steiger
Executive Producer:
Lana Kim
Producer:
Cedric Troadec
Editor:
Sean McGrath
Editor:
Chuck Willis
Assistant Editor:
Julie Walsh
Assistant Editor:
Misha Kozlov
Executive Producer:
Susan Willis
Producer:
Melissa Nussbaum
Post Production Company:
Light of Day
Color Grading:
RCO
Colorist:
Seth Ricart
Executive Producer:
Marcus Lansdell
Sound Director:
Cutting Room
Mixer:
Walter Bianco

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