A new campaign, launched on 21 June, for detergent brand Breeze in Philippines by Dentsu Jayme Syfu is asking mothers to not freak out if they see their child covered in dirt.
The video features a social experiment, with mothers waiting to collect their children from school, only to be met with their little boy or girl covered in dirt.
The initial reactions of disapproval quickly gets emotional after it is revealed to the mothers via a video monitor, the reason their child got covered in dirt.
In less than a week, the video has already racked up more than 500,000 views on YouTube.
Campaign Asia-Pacific’s view: We really enjoyed this film, which does a great job setting up the premise for the grand reveal, which had this writer sniffling at her desk. It certainly brought back memories of motherly disapproval around coming home with a dirty school uniform – though admittedly, it was for playing in a muddy field and not helping someone in need.
We also like how it showcases how dirty clothes isn’t always a bad thing, a message that works quite well for a detergent brand.
Client: Unilever Philippines
Agency: Dentsu Jayme Syfu
CCO/Copywriter: Merlee Jayme
Copywriter: Gian Nealega
Art director: Benci Vidanes
Accounts: Ronald Barreiro, Lieza Punsalan
Director: Jelise Chung
Producer: Jem Lim, Danise Talaba
Production House: Straight Shooters
Audio production: Hit Productions