Olay's new campaign for Chinese Valentine’s Day (also called 'Qixi', which falls on August 7 this year), is inspired by true stories about older Chinese women being persuaded by their friends and relatives to break up with younger men largely due to the age gap.
The gap between a 29-year-old woman and a 25-year-old man would not even be classified as a gap at all in many countries. But in China, as the above video by Grey Hong Kong explores, it's cause for concern from friends and family.
The film suggests that instead of breaking up with a younger man, women should be couragerous in pursuing their romantic love. At a time when China's so-called 'singles economy' is booming and women are asking for more social recognition, Olay's timing is spot on in lending a voice in favour of such 'older' women, and asking them to say 'let's break up' with age and the tensions it brings.
Grey Hong Kong
Michael Knox, CCO
Owen Smith, Head of Strategy
Christopher Lee, Group Creative Director
Flora Tsui, Creative Director
Augustine Huang, Sr Copywriter
Duffy Lau, Business Director
Jesppie Poon, Sr Account Director
Ivan Lam, Associate Account Director
Jamie Wong, Account Manager
P&G Greater China, Skin Care – Olay
Vice President: Hyoeun Kim
Associate Brand Director: Victor Leung
Brand Manager: Vera Zhong
Associate Brand Manager: Crystal Li
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