Using commercials to reposition someone else

One of the best commercials I've seen lately was this ad for the Nuva Ring.




Why do I like this commercial? Because the makers of Nuva Ring realized that despite medical breakthroughs, the pill was still considered the standard for contraception. New medications sometimes seem scary so rather than talk about the newness of the Nuva Ring, they used amazing references and graphics to make the pill look old and out dated.

Note that the overhead view of the pool of swimmers looks strikingly like the packaging for birth control pills. The music is not unpleasant sounding, but definitely gets old fast, just like taking the pill every day. The repetitive nature of the music reinforces the negative attributes of the pill.

I think the use of swimmers in old-fashioned caps and vintage-style bathing suits was brilliant. After all, what says "feminine yet outdated" like the art of synchronized swimming? By putting the name of the calendar on the middle of the suit, they're really driving home the point that women no longer have to take a pill at the same time every day to have effective birth control. And by casting off that practice, they're suddenly modern hip women in bikinis.

This all highlights the major benefit of the Nuva Ring: freedom. It takes less effort to have the kind of life you want. The feature of the Nuva Ring is that it's less cumbersome to use, but the benefit is more freedom in your every day life.