Jenny Chan 陳詠欣
Aug 18, 2014

Princess by day, mermaid by night: Proya splurges on Zhang Ziyi TVC

SHANGHAI - In a campaign entitled 'Charm comes from the deep', Zhang Ziyi is portrayed as both a princess and a mermaid, which the brand claims correlates to the dual product benefits of the Proya Aqua Series she's endorsing.

wide player in 16:9 format. Used on article page for Campaign.

"There are two sides to a women: like a princess to calmly face a busy day, and like a mermaid to  enjoy the comfort of the night," the brand said in a press statement. It added that the product meets not only the different physical needs of the skin through the day, but also the consumer's psychological needs.

Created by Grey, the TVC used an international production team including Hollywood fashion stylist Jeff K. Kim, direction by Oscar-nominated Philippe Le Sourd (he was nominated for cinematography for the 2013 Wong Kar Wai film The Grandmaster, which starred Zhang), and photography by French photographer Oliver Greco.

At a private beach north of Phuket island, the team took one week to shoot the TVC at a total cost of more than RMB 5 million. Zhang's mermaid-like skirt alone cost 70,000 yuan, according to the brand.

 

Topics

Related Articles

Just Published

21 minutes ago

Why your ad next to trendy pimple-popping, mukbang, ...

A new report from Channel Factory and Magna shows that while consumers are entertained by misguided ads, advertisers will not be amused by the results of content-ad misalignment.

51 minutes ago

GrabFood versus GoFood: The rivalry only escalates ...

Deep discounts and promotions are keeping competition delivered hot and fresh via apps touting ever-more convenience and integrations.

1 hour ago

Expectant humans and animals get a say in Hyundai film

The carmaker uses maternal humans and wildlife to communicate a message about its commitment to mother earth.

4 hours ago

Stephen Li departs as OMD APAC CEO

Li is on gardening leave until November and a search for a replacement is underway.