Vicks tells story of abandoned child and reluctant father in Philippines in ‘Touch of Care’ ad

Almost a year after its groundbreaking film showing a transgender mother in India, Vicks has released a follow up to its Touch of Care campaign, this time set in the Philippines.

The P&G-owned medicinal brand created a heartwarming video entitled ‘Learning to Love #Touch Of Care’, which tells the story of an angry young man’s journey after rescuing and adopting an abandoned child.

Set in an impoverished district in the Philippines, the video opens with Hernando, an unemployed young man, raging furiously against his neighbours, including the screaming baby next door.

Unable to deal with the babies’ incessant cries, Hernando enters the house in a fit of anger, only to discover the baby is alone and abandoned.

After failing in his efforts to hand the infant to his neighbours, Hernando gradually begins to care for the child and slowly grows to love it as though it were his own.

Based on a true story, the four-minute film continues the brand’s concept of portraying ‘unorthodox family relationships’ in a sympathetic light.

Last year’s Touch of Care ad in India ad went viral upon its release and was praised for its human portrayal of a transgender woman and her rights to a family.

So far, Vicks’ latest campaign has racked up 119,000 views on YouTube, plus 600,000 views and 11,000 shares on Facebook.

“In this #touchofcare campaign we are elevating this brand idea and explaining how care can transform lives and the future of people who are not just connected by blood but end up being family through care itself,” said Maithreyi Jagannathan, regional associate brand director, P&G HealthCare Asia.

Publicis Singapore chief creative officer Ajay Thrivikraman added: “As we interrogated the nature of care, we realised that it is a more transformative and powerful force than even love.

“To care about someone or something is a conscious choice, and a simple one that we can all make, to touch lives and transform them. Hernando’s story is all the inspiration we needed.”


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