The new TVC concept has been created to run across the changing seasons throughout a two-year period, “taking flexibility and customisation” a step further.
Scenes in the advert include memorable moments in life, such as getting proposed to or holding hands on the beach.
Created in collaboration with international creative agency, Fold 7, the first of the new TVCs will be rolled out on national TV and in cinemas in Australia and New Zealand.
Pandora said another important part of the TVC’s development was the involvement of consumers. In addition to invloving focus groups in the selection of the concept, more than 600 men and women helped select the film scenes that Pandora ended up producing.
A spokesman from Pandora said film has become an increasingly important part of its global marketing efforts, particularly as a tool for communicating the elements of personal storytelling and individual expression.
The main objective of the new TVC is to link the experiences which form the chapters of women’s life stories with Pandora's brand identity and products.
To give an “extra personal touch” to the new concept, an exclusive soundtrack was created for Pandora by up-and-coming UK singer-songwriter Gabrielle Aplin. Her debut single, the cover of Frankie Goes to Hollywood’s The Power of Love, went to number one on the singles chart in December 2012 and was followed by her debut major label album release English Rain in May 2013.
