Sam Gaskin
May 19, 2016

The cultural insight behind SK-II's viral 'leftover women' ad

When state rhetoric makes large groups of people feel like outcasts, brands have an opportunity, writes Flamingo's Sam Gaskin.

Last month, beauty brand SK-II released a powerful TV commercial about shèngnǚ 剩女, China’s 'leftover women'. Despite taking on an entrenched social norm, the ad went viral, receiving over 2 million views on YouTube and almost 3 million on Chinese video site Youku. See the ad below, and Campaign's original coverage, China’s “leftover women” stand up to marriage pressure and ChangeDestiny.

Created by Swedish agency Forsman Bodenfors,...

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