Why we liked it: Noveon's "Make It…" campaign takes what are essentially chemical additives and puts a human face, and, in this case, quite lovely human faces, on them. The temptation when seeing these ads is to assume they are borrowed interest—after all, what can an adorable baby washing his face have to do with something called Glucamate thickeners? As it turns out, everything, as the copy under the headline "Make it gentle," explains: "Naturally-derived Glucamate thickeners provide exceptional mildness for eyes and skin, and gentle refatting to keep skin soft and smooth." So that little baby is benefiting from Glucumate thickeners after all. The rest of the campaign continues in a similar vein with headlines such as "Make it lavish" and "Make it shimmer" with fashion-worthy photos. The ads also display a bold Web site (www.personalcare.noveon.com)and phone number to generate leads, as well as a snappy secondary tagline, "formulate with confidence."
Creative credits: Donna Liesen, creative director and graphic designer; Roberta Genovese, copywriter.
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