JWT shampoo ad tells emotional true story of transgender beauty queen in Thailand
The touching tale of a transgender beauty queen has been told by J. Walter Thompson Asia Pacific in a four and a half minute film promoting Unilever’s Sunsilk shampoo.
Titled Hair Talk, the short was inspired by the true story of 20 year-old Rock Kwanlada, the first runner-up Miss Tiffany Universe 2017. Kwanlada also starred in the film.
Claiming it was an instant hit on social media, JWT said the work garnered 2.5 million organic views within the first 48 hours after launch.
Some two months later, that figure had reached 37 million and the film had sparked a nationwide dialogue around gender and stereotypes in Thailand.
Mapping out the narrative, JWT said: “Like thousands of girls in Thailand and across the world, Rock was born in a man’s body. Sunsilk tells her life story from the point of view of her hair.
“Every inch of hair is an important milestone on her journey to womanhood. The longer it gets, the more feminine she is.”
Credits
Client: Unilever
Agency: JWT APAC
Creative directors: SheungYan Lo, Pingkan Rarumangkay, Piya Churarakpong, Jiradej Penglengpol and Marco Versolato
Chief creative officer: João Braga
Copywriters: Sebastian Chendra, Natya Arun
Art Director: Edwin Yacob
Head of planning: Prachawan Ketavan
Global business director: Sarah Hempstead
Regional brand director: Catherine Gianzon
Group account director: Len de Rosales
Account director: Siriporn Kampong
Production director: Jiroj Mechoojit
Agency producer: Attapong Chooamnard
Beautifully done. Great narrative throughout. Emotional finish. Strong use of insight for the Thai market.
Really well done.
ReplyAhhhhhhh. Awesome. Could only have been created in the anointed realms of Thailand or Japan.
We, of course, will have to rest content with powderboard screwdrivers by [Edited under Mumbrella’s community guidelines]. Or tardy [Edited under Mumbrella’s community guidelines].
ReplyThat’s a bit tricky, given that tight budgets now mostly allow [Edited under Mumbrella’s community guidelines].
ReplyAre you suggesting that this market is forever damned to be a retail one, staffed by budget hires?
ReplyYes. The only great creative work in Sg was led by [Edited under Mumbrella’s community guidelines].
That golden era of ad expats in Sg has passed. Gone. Poof.
So wallow in the gloom, and thank your stars that [Edited under Mumbrella’s community guidelines].
ReplyAmazing ad. So powerful.
ReplyJust another reason to absolutely fall in love with Thai creatives and their deeply moving work – across joy, humour, thrills or sadness.A planet of their own – along with Tokyo and Osaka. A truly world class, out-of-Asia experience.
ReplySo there were 3x CCOs involved? Or are they all just [Edited under Mumbrella’s community guidelines]?
Reply[Edited under Mumbrella’s community guidelines]. This is 2018, not the glorious Singapore ad scene of the nineties.
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