BBDO takes on age stereotypes in China in new ad for Olay

A campaign for Olay from BBDO China encourages women to not let important milestones in their lives be determined by age.

The commercial features a woman riding a train, with stops as a metaphor for life stages. At 28, the age when most of her friends are getting married, she decides to go off the beaten track and follow her dreams.

The film has been timed around Chinese New Year, driven by the insight that familial pressures peak when women visit their homes for the festive occasion.

Procter & Gamble Greater China managing director for skin care Paola Pocci said: “Based on a deep insight, this innovative and rewarding execution created a powerful metaphor that strongly resonated with audiences because it was inspired by true stories from Olay consumers.”

BBDO China executive creative director Kit Koh added: “It’s truly rewarding to see the campaign has created such promising buzz in the market.

“Many stereotypes take away power from our audience; we wanted to give that power back to them – because that’s what Olay does, it stands by and empowers women of the modern day.”


Creative agency: BBDO China

Executive creative director: Kit Koh

Creative partner: Supparat Thepparat

Associate creative director: Sue Su

Creative group head: Johngo Huang

Senior copywriter: Danlei Wang

General manager: Eric Zhou

Planning director: Kenny Au Leong

Planner: Yoyo

Account director: Miko Kong

Account manager: April Huang

Producer: Kitty Or

Producer: Tony

Director: Chen Hong-i

Production house: Filmplexe China


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