7-Eleven TVC

7-Eleven has the largest shop network of convenience stores. 梗有一間喺左近 has long been its brand promise which is fulfilled by the franchise business model. Its latest TVC attempts to translate the rational advantage of convenience offered by the shop network into a more emotional reason of preference. Literally, it is trying to say to consumers : "We have so many stores around town. There bounds to be one favourite store of yours". My problem with this particular TVC is that although it's kind of humourous, the storyline portrays the consumer as a loser. Guess no one wants to be like the talent who can never get the girl and has to sit outside of 7-Eleven drinking with another guy, right ?

Comments

Anonymous said…
they are trying to sell by the concept of urban, down to earth memorable 7-11, they are trying to provoke memory, not trying to portrait a wonderful store.
they are targeting the teens.
Why so serious?
12:04 am
Anonymous said…
"Guess no one wants to be like the talent who can never get the girl and has to sit outside of 7-Eleven drinking with another guy, right ?"

I never think about this.

"Whatever you are happy or sad, 7-11 is always open for you." That is the message I got from the TVC story.
1:12 am
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