Men targeted in beauty ads

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.

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