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Men trade slaps in new ad for Pond’s from Ogilvy Singapore

Ogilvy Singapore has created a new ad for Pond’s Men skincare for the Indonesia market in which the protagonists trade a succession of slaps to the face.

It is supposed to be a metaphor for Pond’s as a challenger brand in a market where the competition is thrice the size and has more media power at its command, as well as for the power of its skincare solution.

Speaking about the campaign Ogilvy Singapore co-chief creative officer Nicolas Courant said: “In the real world, most Indonesian men don’t aspire to be alpha-males. We’ve learnt that they are hungry for entertaining content that makes fun of such cliches and doesn’t take itself too seriously.

When it comes to skincare, guys are way more relaxed than what the category wants to show us. As a challenger brand, we wanted to set ourselves apart from these stereotypes.”

Apart from television, the campaign will play out over social media.

Credits

Advertiser: Pond’s Men

Senior brand director: Bianca Cancellara

Creative agency: Ogilvy Singapore

Director: Diego Nuñez Irigoyen

Chief creative officer: Nicolas Courant

Associate creative director: Alessandro Agnellini

Creative team: Jonathan Ollivier, Gui Camargos, Amanda Devarajan, Julian Gutierrez

Managing partner: Matthew Leem

Group account director: Sibylla Henninger

Agency producer: Ays Tan

Production Company: Stink Asia

Cinematographer: Mischa Lluch

Editor: Pang Wei Fong

Colorist: Alejandro Armaleo

Audio company: Amp.Amsterdam

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