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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

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