Selling stereotypes. That's what FMCGs are all about. Fundamentally we are taught to think different but in eventuality we use phrases to make it seem like we aren't "selling stereotypes" but instead, being tactical with our communications. How does one break from this ruleset while maintaining results?
The brief: To sell products.
The insights: Different people gravitate towards different models according to their lifestyles.
The idea: Create market specific ads that reflect on current culture and changing family values that are relevant to their respective countries.
It takes two.
A TVC shot in Malaysia that pivots the traditional role of home cleaning to a shared house chore, and a method of cleaning that renders the old redundant.
A Singapore and Malaysia festive that plays with the common theme of overeating during Chinese New Year celebrations.
A TVC shot in Thailand of a mom looking for the best way to keep her family safe from diseases during the Covid-19 period.
A Thailand TVC shot as a PSA to warn of the dangers from leaving stagnant waters unattended.
The internal headline I gave for the idea was hidden meanings. We were bound by the 'templates' of a successful commercial and yet we found a way to break out. Not with visuals, but with the messages we subtly send out. While on the surface it may seem to be a regular cut and dry ad, the videos have nodes of modern values and shifting domestic roles.