ANALYSIS OF THE TORMENTA CAMPAIGN (2024): Conflict and duality in o boticário's mother's day campaign

Abstract

Storytelling is a tool used to captivate and hold the listener's attention, with the purpose of transmitting beliefs, values, and legacies to the audience. Its use is fundamental in advertising campaigns, as its application results in unique and memorable productions, especially on commemorative dates, such as Mother's Day. In this context, this study seeks to analyze the advertising campaign "Tormenta" by the company "O Boticário," by examining its narrative elements, identifying the type of campaign appeal, noting the use of melodrama, and associating it with data related to anxiety and depression. Based on the structure presented by Xavier (2015), it was possible to define the idea, object of desire, transformation, time, rhythm, space, conflict, and characters of Tormenta, which has a Dionysian appeal as it is focused on the emotions and humor of the mother and son. Through the depiction of challenges faced during adolescence, by showcasing the duality of conflict and love, aligned with a song by Billie Eilish, the presence of anxiety and depression within the family during the adolescent phase is noted, as it is a period of self-discovery. Finally, it is observed that the campaign functions as an exercise in Cultural Branding, strategically using melodrama and neuroscientific appeal to address the sociocultural conflict of mother-son relationships during adolescence, thereby aiming to elevate the brand to an iconic status that connects emotionally with a global audience.