Ad Nut
Aug 9, 2019

Do as you're told? No thanks

Vidal Sassoon, Sweetshop and Saatchi & Saatchi Shanghai honour young Chinese trend setters.

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.

CREDITS

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

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

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