Olay campaign suggests Chinese women ‘break up’ with the tensions of ageing this Valentine’s Day

Grey Hong Kong has created a campaign for Olay for Chinese Valentine’s Day celebrated on August 6, called ‘Let’s Break Up’. 

The ad takes on ‘Jiefilian’ or ‘Big Sister Love’ – the name given for relationships between a man and an older woman.  

A release from Grey on the campaign said that such relationships are perceived to be non-traditional and so, the people involved, especially the women, face a lot of pressure. 

It said: “While attitudes are slow to change, Olay hopes to play a role to reinforce that if a woman is fearless of age, she is fearless to pursue a relationship which doesn’t need to be affected by age.”

P&G Greater China skin care Olay vice president Hyoeun Kim said: “The creative idea celebrates women who love without fear. We believe that Olay, as a leading skincare brand, will continue to inspire and empower Chinese women to live her life that is fearless of age.”

Grey Hong Kong group creative director Christopher Lee added: “While attitudes are changing, there’s still a social stigma that affects relationships. We wanted to acknowledge the courage it takes to love fearlessly.”

The campaign is slated to run on online platforms. 


Grey Hong Kong

Chief creative officer: Michael Knox 

Head of strategy: Owen Smith

Group creative director: Christopher Lee 

Creative director: Flora Tsui

Senior copywriter: Augustine Huang

Business director: Duffy Lau 

Senior account director: Jesppie Poon 

Associate account director: Ivan Lam

Account manager: Jamie Wong

P&G Greater China, Skin Care – Olay

Vice president: Hyoeun Kim

Associate brand director: Victor Leung

Brand manager: Vera Zhong

Associate brand manager: Crystal Li


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