Banker-turned-stuntwoman encourages people to keep fighting in Alcon ad

A Malaysian kickboxing champion is the star of a new campaign for Alcon contact lenses, which encourages people to never settle for things that leave them unfulfilled.

During the 30-second ad, Germaine Yeap tells her personal story of how she left her cushy banking job to become a professional Muay Thai fighter and stuntwoman.

Interspersed between clips of her gruelling training regime, Yeap relates how she can’t just settle for anything other than perfect vision.

Entitled #NeverSettle, the campaign will run first in Malaysia before being rolled out regionally. According to the creative agency, DigitasLBi Singapore, the ad aims to start conversations about settling into the mundanity everyday life. 

In addition to the 30-second ad, the campaign also includes a longer two-minute video, plus a social experiment video, influencer marketing and digital ads.

Alcon marketing director Ashish Joshi said: “We wanted to tap into an unexplored area by using real people’s stories. We wanted to look beyond traditional marketing activities so that we could better engage with consumers on an emotional level, and demonstrate the benefits of our product in the real world.”

Yeap previously made headlines when she appeared in a viral video as a ‘Nerdy Girl’ at a boxing gym, who then goes on to beat up two male muscle-pumpers.

Ad credits:

Director: Bertrand Lee

Assistant Director: Sufyan Sam’an

Executive producer: Tania Wu

Producer: Danial Yeap


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