The Big Idea

    Imagine the most glamorous movie star of today. Charlize Theron? Anne Hathaway? Nicole Kidman? Imagine now that she is nominated for the Oscar for leading actress and she must do what every woman in America expectantly watches on the tv from their living room couch-walk the red carpet. There are dozens of the most beautiful designer gowns and women decked in million dollar diamonds. Imagine that most glamorous movie star delicately stepping out of the limo and in only a few steps in her six-inch stiletto heels she-TAKES THEM OFF! She can’t bare the excruciating pain any longer and would rather bare the embarrassment then walk one more step in those gorgeous death traps. The photogs go crazy snapping pictures of her bare feet covered in blisters and not-so-fresh appearance. All eyes are on her for sure, but not for the reasons she hopes for. The very next day she makes headlines and is on the cover of every magazine. Every photo is from the knees down. No one pays attention to her haute-couture gown by the leading French designer or her expertly applied makeup and hair. Her heels despairingly hangs from her bejeweled finger, no longer the prized possessions they once were. Sadly, she caused a commotion instead of a dazzling sensation.

    Women everywhere across the nation can empathize with the pain this lovely leading lady was going through. "In context of a storyboard:Choose from among conventional conflicts: person against person, person against society, person against himself or herself, person against machine, etc. Once you determine the conflict, determine the message, characters, and plot.”(Landa, R. (2010). Advertising By Design: Generating and Designing Creative Ideas Across Media. Page 108). Many women know what is like to fall in love with a pair of heels at first sight only to come to loathe them at first wear. Understanding the target market is crucial to creating an ad campaign that resonates. From this understanding is where a solution becomes anticipated. “The morphological method is based on analysis and synthesis. You analyze a problem by defining all its important factors, as well as the immediately apparent options for solutions. Then you synthesize, that is, combine the factors and options to produce a matrix containing possible solutions.”(Landa, R. (2010). Advertising By Design: Generating and Designing Creative Ideas Across Media. Page 33.) Dr. Scholl’s For Her shoe inserts could have easily changed the outcome of that famed red carpet. She could have stunned a nation with her glamour and beauty, but instead she shocked and terrified women everywhere. “Publicity persuades us of such a transformation by showing us people who have apparently been transformed and are, as a result, enviable. The state of being envied is what constitutes glamour. And publicity is the process of manufacturing glamour.”(Landa, R. (2010). Advertising By Design: Generating and Designing Creative Ideas Across Media. Page 108). Women want to look up to the stunningly gorgeous actresses and believe they live fairytale lives. It is the fantasy that creates an escape from their everyday lives. Dr. Scholl’s For Her is an easy way to keep the glamour of a beautiful outfit going all night. From the red carpet to dinner to dancing to the walk home, Dr. Scholl’s For Her creates the cushioning and support needed to keep feet happy all night long. CREATE A SENSATION. NOT A COMMOTION.