I commend Procter & Gamble for a terrific Dawn ad that really connected with me on an emotional level. They do a multitude of things with one ad:
1) They raise awareness of the effect that the BP oil spill is having on wildlife.
2) They link their philanthropic giving (WWF) to their brand.
3) They emotionally link their brand with their target.
KUDOS to P&G! See what you think by viewing the ad here.
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