Sunsilk Vietnam has build a fictional universe to give its long-running tagline a refresh.
Created by Ho Chi Minh City-based indie shop The Friday, the campaign takes the 'Mượt như Sunsilk' tagline, which means 'Smooth as Sunsilk', and creates a fictional world called Silktopia (Thế giới mượt). The campaign features popular Vietnamese singer Phùng Khánh Linh.
Lê Hoàng has directed the hero film which follows Phùng as she navigates a surreal world where chess pieces grow silky strands and hair doubles as badminton rackets.
A looping electronic track pulses in the background as locals fill the streets of Vietnam and turn obsessed with, well, silky smooth hair. A fictional Mượt Festival, which appears as an ad on a delivery truck in the film, has been planned as a real-world activation, though details have yet to be announced.
The spot has gained traction on TikTok, racking up over 53 million views, 70,000 likes and more than 15,000 shares, though it has yet to make a similar mark on other social platforms including YouTube and Instagram.
Unilever, Sunsilk's parent company, dominates Vietnam's hair care market, making up 40% of the local share. The local hair care market was valued at US$380 million in 2025 and is projected to nearly double to US$587 million by 2034, according to IMARC Group.
Campaign's take: Smooth, flowing hair are everywhere. They show up in chess pieces, on the street, across men and women, in different textures and styles. That breadth is closer to Sunsilk’s true consumer. And we like that the work is not about one idlyllic idea of beautiful hair type. Overall, the vibrant spectacle makes the product benefit clear—and on that front, the campaign works.
Source: Campaign Asia-Pacific
