In this case…
Am I missing something? I find this campaign creating a “disturbed” feeling for the brand… not endearment or attraction.
When using the concept “soul” I expected something deep and moving, you know, something to do with humanity. So you can imagine that after seeing the first commercial with the guy with the mask and then going to the website (because that is all the commercial gave) that I felt a complete disconnect, slight outrage, and generally a feeling of being ripped off.
I’m not sure, I’m still processing this one…