The Febreze “Breath Happy” campaign showed a 3 commercial series of different random people off the street participating in an experiment. The whole experiment was recorded and the commercial started with a montage of all the participants being asked if they wanted to participate. The screen then switched to the conductors leading each blindfolded participant to their specific locations for the sniff test. Each place was very dirty and run-down, but had been sprayed with Febreze air freshener. In the commercial I watched for example, they had the participants sit on a old dirty couch and directed them to breathe the cushions and lay their heads on the pillows. Fast cutting took place and the screen would switch to each participant verbalizing what they smelled and where they thought they were. One girl called out that she smelled flowers. After, they would tell them to remove their blindfolds to reveal where exactly they were. The participants were shocked and some were even a little grossed out by the place. In my opinion, testimonial advertising, like this is one, is one of the most effective techniques because it shows real people and their real reactions; and those are the most believable. I thought the simple recording of the experiment was enough to prove the point that Febreze is an efficient air freshener. And after watching this commercial I definitely would buy the product.
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