Wedding proposal via cavity search in ad for jewelry brand in Vietnam

In an ad for a brand of jewelry in Vietnam, a customs official proposes to his girlfriend by placing a ring inside a traveller’s rear end.

The ad, for Royal Westminster jewelry, was uploaded to the Ogilvy Asia’s YouTube channel last week. The film ends with the words, in English: ‘No matter how you say it, say it with Royal Westminster’.

The ad has no call to action or a website for the brand. A Google search for the brand produces only a list of shortlisted entries for awards show One Show this year.

A description of the ad on the website, reads: “Anyone who’s ever travelled to Vietnam will know that airport customs workers here are infamous for carrying out their duties with mechanical precision, and are usually devoid of any human emotion whatsoever. (Just as anyone who’s ever watched Vietnamese TV will know the commercials here are equally devoid of any humour.)”

“When the agency was briefed to do a cut-through TVC to help raise the value of the company during the sale to Royal Westminster Jewelry, Ogilvy Saigon saw the opportunity to bring this insight to life with an old joke and showcase the romance-inducing effects of Royal Westminster Jewelry for the final time.”


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