Vaseline salutes graduation time

The only brand positioned as a 'family shampoo' in the vast shampoo category, the TVC, 'Glowing inside', pays tribute to graduates and the moving force behind their achievements -- their mothers. It charts the blossoming of a girl into adulthood through her school years, attending a prom and, finally, graduating.

The vignettes are underscored by a song performed by rising new singer Nikki Gil. Laura del Rosario-Dorotheo, group account director of McCann Erickson, which handles the Vaseline Shampoo account, said a vital insight about mothers was their concern and involvement in their children's future. In the spot, Vaseline Shampoo is only hinted at, most notably in the bonding moments between mother and daughter -- in one scene, for example, the mother combs her daughter's hair.

Running simultaneously with the commercial is an on-pack prize promotion, which is being advertised on TV as well as via print and POS.