Publicis Singapore creates homelessness-themed film for Vicks in Australia
The latest film from Vicks’ ongoing ‘Touch of Care’ campaign has been created for the Australian market by Publicis Singapore. Titled ‘Long Way Home’, the film is part of a promotion between Vicks and Mission Australia, described on its website as a national Christian charity that focuses homelessness, substance abuse and mental health.
The film tells the story of Sarah, a runaway who is thrown a lifeline by a concerned teacher.
Speaking to Mumbrella about the difference between this film and the ones made for Asia, P&G Healthcare’s regional associate brand director Akhilesh Negi said: “The campaign – which had previously been launched in India and the Philippines – aims to show how a ‘touch of care’ can make a profound difference in someone’s life.
“We follow the real-life story of Sarah who unfortunately experienced a period of homelessness when she was only a high school student. The care she received from a teacher helped her to turn her life around and inspired her to care for others.
“Today Sarah is a mother, and a proud case manager with Mission Australia, helping hundreds of Australian families every year.
“Vicks is partnering with Mission Australia to raise awareness of homelessness in the country, and via a donation campaign, is providing care for homeless families.”
Asked about how Sarah – whose original identity has been withheld – was picked, Negi said: “All of our Touch of Care short films have told the story of real-life people.
We were fortunate to hear about the story of Sarah, who is now a proud case manager with Mission Australia.”
Previous instalments of the Touch of Care campaign have focused on unconventional parents who adopted children and cared for them against the odds. These include a mother with a HIV positive child in the Philippines.
The parents of a girl with a rare skin condition in India.
A shiftless young man who turned his life around to better care for his adopted ward.
The first film in the series was about a child with a transgendered parent in India.
Here we go again. Another film from the “what brand was that for anyway” school of creativity.
ReplyI thought the idea of a business was to sell products and make money
ReplyIve stopped looking at these films now because they all traverse the same arc…again and again and again. To the point where they’re all
the SAME. At what point do they sit back and realise…ok, the consumer now gets what touch of care means so let’s move on.
I suspect they don’t have [Edited under Mumbrella’s community guidelines].
Replythis film commits the worse crime of advertising
makes the audience yawn
again
time for [Edited under Mumbrella’s community guidelines] for vicks
ReplyPerhaps she will announce her knew opportunity this Friday? That will show you all!
ReplyWhat he/she said! No, it isn’t funny. It is the worst thing to happen in Asian advertising since that bogus Syrian refugee finder app in CannesLions. The one that let people pretend to find people floating lost in the sea. Mumbrella reported it. Some editor in Hong Kong exposed these sick award hungry people in SG. I hope this woman does have a new place to announce on Friday. Last laugh? Not sure if I’d be laughing about it if I just sabotaged my last agency. Not sure if the clients at the new agency would be so excited to have her on their watch either. I don’t know, it’s just a giant Cluster@#$*. No winners, nobody laughing. Everybody is just angry, fighting and pissed off. Happy National Day I guess.
ReplyHavas did the right thing [Edited under Mumbrella’s community guidelines] . If they needed a reason this disaster was perfect. The agency had been more than [Edited under Mumbrella’s community guidelines] . They even lost that Andrew Hook guy because of the [Edited under Mumbrella’s community guidelines] . I suppose what goes ’round…
ReplyHave your say