HONG KONG: Unilever has a local male performer fronting a Double White
brand television campaign, directing the question of beauty at men.
Ogilvy and Mather took the question of beauty to men in its latest
television commercial for Pond's, featuring a female Chinese model with
"Japanese looks".
The TVC for Pond's Double White product features popular Hong Kong male
artist, Bowie Lam. The creative was produced to illustrate that "women
dress up for the man they adore".
The TVC shows a young lady searching for the answer, which is brought
out by Lam, who explains that a woman's beauty is in "her fair skin
without make-up", according to O&M creative director, Tony Hon.
Unilever Hong Kong senior product manager of personal products, Anita
Ching, explained: "We decided to adopt this new way to highlight the
underlying insight of whitening for women; that is to attract men and
gain their appreciation."
She added that Pond's wanted to take a "brave"approach in its
advertising to differentiate Pond's Double White from its
competitors.
"We expect this new commercial to appeal to Hong Kong's office ladies
who see whitening as one of their top skincare needs," Ching said.
Like other whitening product advertisements in Hong Kong, including the
recently-launched Fancl TVC, the Pond's commercial features a female
model with Japanese looks.
Production of the TVC took four months from concept development to
completion with more than 30 crew members and five cameramen working on
the shoot.
MindShare also organised a roadshow to accompany the TVC and a making of
the Pond's commercial programme.
A TVC launch event was also organised last month.
