According to research underlying this APAC campaign, 78 percent of women feel constrained from expressing themselves. Ad Nut applauds the 'express yourself' sentiment, as women surely do face both subtle and blatant pressure to subdue their legitimate emotions—lest they be dismissively painted as overly pushy, weepy, bitchy...the list could go on. (Here's some extra-credit reading if you don't agree this is a thing.)
Cynics might say that the unstated message here is that while expressing emotions is all right, showing signs of aging is not acceptable. Oh well, one step at a time.
Ad Nut also feels compelled to show you the still image that the agency chose to circulate to the media (below). Although it is a still taken from the video, it just seems like an odd choice to represent the campaign's message. Maybe Ad Nut missed some subtext?
CCO: Matt Cullen
CCO: Gary Tranter
MD: Dorothy Yew
Senior Planner: Michelle O’Brien
Creative Services Director: Shaun Lee
AD: Chin Han Yu
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