The concept of Unique Selling Proposition — USP — first appeared in the 1940s. In 1961 Rosser Reeves, the man who coined this term, described it in his book Reality in Advertising, defining it as “buy this product to get this specific benefit”. In the second half of twentieth century such advertising style worked great. Today, unfortunately, it does not.
Chrysalis (แดกแด้) or Violin (ไวโอลิน) is a cinema and TV ad used by P&G Thailand to promote their Pantene brand. It was developed in 2008 by GREY Thailand. The story follows a classic monomyth pattern. And what it does to your emotions is another story, right?