In conjunction with the successful communication tools used in the print media to convey the message, the television commercial shown in previous posts, also has a similar execution in terms of theme and concept. The setting is predominately black & white in a large deluxe house, with Gwen Stefani the main focus in bright red outfits and wearing the Le Rouge Infallible Lipstick. Throughout the commercial voice over words such as "Bold", "hold", "Fancy", "Fine" and "Luxurious" are spoken by Stefani to clearly emphasize the qualities of the new lipstick, and also the image of the brand.
Still shots throughout the commercial also act as figurative references towards the brand by incorporating typical iconic symbols such as the Eiffel Tower, Crystal Gemstones, and cherries which all suggest luxury, glamour, fashion and of course Paris.
Still shots throughout the commercial also act as figurative references towards the brand by incorporating typical iconic symbols such as the Eiffel Tower, Crystal Gemstones, and cherries which all suggest luxury, glamour, fashion and of course Paris.
Another IMC tool that has been cleverly used is the background music of "hollaback girl" which is one of Gwen's most notorious top singles. immediately after the commercial starts, the music plays and demands her presence.
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