Oui by Yoplait: The French Girl
When it comes to a diary, there’s something about a french production that always feels like a cut above the rest. Here we analyze the ad for “Oui” by Yoplait. Oui is one of the leading yogurt brands in America and this latest campaign sees this premium brand targeting the young female segment of the market. In this post, we give this ad scores out of 10 for memorability, effectiveness, style, humor, and execution. See our scores and thoughts below.
Memorability – 8 / 10
The female lead is not too glamorous or pretentious. It would have been very easy for such a brand to do the typical thing of casting a first rate celebrity to be the face of the campaign, but that is not the case here. The lead is a very modest, very normal looking female character. This makes her very relatable and easy to like. The humor plays a role in making the clip attached to the minds of viewers in a fun and positive light.
Effectiveness – 8 / 10
The ad is based on a clever notion that the pleasure from creamy treats can relate directly to the indulgence of romance. This is a theme that many young modern women will comprehend immediately. The campaign implies that all women deserve a cheeky break from ordinary to explore delights that are above average in quality and desirability. This falls right in line with the brand’s intention to position Oui as a premium yogurt worthy of especially indulgent moments.
Style – 8 / 10
A great idealistic, feminine, and European styled living environment, as well as picturesque background scenes, help to deliver the sense of longing and desire to the target market. A strong attractive, yet modest female lead ensures women find the core character likable as well as highly relatable. She doesn’t look too special, and her surroundings are not too elaborate, which makes her scenario an easier, more realistic aspiration.
Heart or Humor – 7 / 10
The commercial offers a clever core gag that doesn’t feel cheap or cheesy. It is well placed and will help to communicate a sense of empowerment, as the “needs of women” are portrayed as particularly important in comparison to other pleasurable pursuits. It has become common for female leads to be cast as the face for sweet treat dairy brands, but rarely have these characters possessed such a restrained and innocence natural look. This is perhaps an attempt to address younger female audiences that perceive themselves as possessing absolute control of their decisions, equality, and personal pursuits.
Execution – 8 / 10
The dialogue of the advert follows a storytelling approach which makes the clip far more engaging from the start. With well timed humor and a concept that is not too busy or cheesy in its production value, this commercial offers viewers a refreshingly subtle take on the promotion of luxurious desserts. If you are not yet a fan of Oui, many will feel the urge to try it following the antics of this cheeky and highly memorable piece of awareness advertising.