The latest chapter of SK-II #ChangeDestiny campaign takes a look at the pressure women face in China from both their parents and society to marry young and chronicles their road to acceptance.
Titled ‘Marriage Market Takeover’, the film is highlights the brave and inspirational women who won’t let pressure dictate their future and features SK-II’s takeover of a marriage market in Shanghai.
It aims to show that Sheng Nus (leftover women) are not leftovers but, on the contrary, strong women who choose if and when they want to get married.
This comes under the beauty brand’s new brand philosophy that was launched early this year, which aims to champion and inspire women to take control of their destiny—whether in life or in their skin.
It also marks the first piece of work by Swedish agency Forsman & Bodenfors for the company.
Ad Nut won’t lie, Ad Nut had to reach for the nearest dry leaf on the ground to dab away the tears that formed while watching this video.
Ad Nut’s female human friends also had the same reaction and the level of resonance runs deep, with many sharing that they’ve had similar comments from the video said to them.
“We always thought our daughter had a great personality. She’s just average looking, not too pretty,” says a mother in the video as her daughter, seated next to her, holds back tears. “That’s why she’s leftover.”
Outrageous! Ad Nut couldn’t decide whether to continue sniffling or try and reach out through the screen to smack some sense into these parents who obviously do not realise that their words were hurting their daughters.
But the ending, where the “takeover” of the marriage market happens, managed to restore some faith in this cynical squirrel about whether the parents actually give a damn about their female offspring’s happiness.
A beautifully shot film, with a powerful message showcasing some wonderfully brave women, Ad Nut gives full marks!
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