Ad Nut has, over the years, heard many stereotypes about Chinese youth, one of the most common being about obedience — doing as they're told.
'Do As You're Told', produced by Sweetshop Shanghai and Saatchi & Saatchi Shanghai for hair brand Vidal Sassoon attempts to break down these social norms, however, and interpret them in a distinctive way.
Directed by the Belgian creative Maxime Quoilin, the film stages a host of edgy, trend-setting and ambitious young Chinese in the international metropolis of Shanghai, all wearing different styles (and with very different haircuts).
They challenge traditional advice like "men should wear suits"; "for men, career comes first"; and "get married and have babies early". A young couple follows the doctrine that they should have babies early, for example, but the "baby" they own is a dog.
Ad Nut is all for going against the tide but with the film attracting nearly 3 million views on China's video sharing app Meipai, it seems the tide itself might already be turning.
Client: P&G, Vidal Sassoon China
Agency: Saatchi & Saatchi Shanghai
ECD: Jazzy Chan
Group Creative Director, Head of Art: Theresa Linares
Lead Content Producer: Winnie Chow
Production Companies: Sweetshop & Good Company
Director: Maxime Quoilin
Managing Director: Ryan Heiferman (Good Company) & Laura Geagea (Sweetshop)
Producer: Sverre Gundhus (Good Company) & Catherine Law & April Lee (Sweetshop)
Post Production Company: Good Company & MPC Shanghai
Music Composition: Joris Titawano
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