Dr Mumbo

I wasn’t very good at football, until I used SK-II

So it appears that SK-II’s big-budget empowerment campaign unveiled in Singapore this week might have caused a bit of confusion about the product itself.

SK-II is a beauty cream for women, right?

“Not sure how SK-II helps this boy though,” wrote Singapore blogger Mr Brown in a Facebook post featuring a poster of boy worried that he’s too slow to be a footballer.

SK-II I can't be a soccer player because I run so slow
Happily, some of Mr Brown’s fans were on hand to suggest reasons why this little guy was part of the local version of the #ChangeDestiny campaign, devised by PR agency DeVries Global.

Somewhat confused himself, Dr Mumbo asked the agency.

The little boy was used to “give contrast” so that the campaign is not just targeted at girls.

“There are a lot of men walking around the CBD area,” Dr Mumbo was told. Presumably with bad skin and fading dreams of pursuing a footballing career.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing