SUNSILK SOUTHEAST ASIA : NEW OILS FORMULA

SUNSILK ATELIER

Sunsilk is now enhanced with oils. 3 of their hair experts come together to concoct the new Sunsilk formula. From left to right, Jamal Hammadi for Black & Shiny hair, Tom Taw for Soft & Smooth hair, and Yuko Yamashita for Straight hair, are all very popular in Asia. They have already been established as trustworthy experts due to their credentials. This first film launches the new oils in the products.

The experts are now not seen as lab scientists but as creatives working in their very modern and aspiring atelier.

This commercial is the master, Philippines and Thailand had their celebrities instead of our generic model at the second half of the commercial. We adapted the style and tweaked the choreography according to the personalities of the celebrities.

SUNSILK RUSH

After the range film was launched, the variant films follow. First up was the Yellow Soft & Smooth variant by Tom Taw.

The story is based around a date at an amusement park that doen't last beyond the girl's hair slump in the afternoon. She is conscious of her hair deteriorating with time and wants to end her date before her date notices her dry and rough hair.

Of course, in the Sunsilk's ideal world, her hair would last much longer, even beyond 24 hours so that she would enjoy her date much longer.

'25-hour hair' was never the idea of the agency. The brief had always been 'long-lasting'. The client insisted on his idea of '25-hour hair' although it was not really understood by focus groups. As other hair brands have already used '24-hour hair', he thought 25 would be really competitive. I think we tried our best to make sense of his 'claim' in the commercials. Other media such as print and digital done by other agencies suffered as they did not have the luxury of moving images to explain it.


SUNSILK PHOTO-OP

Second up was the Pink Straight and Smooth variant by Yuko Yamashita. This played on hair that becomes more and more out-of-shape and unmanageable due to factors like weather or motion. Hair that doesn't fall back in place. Our girl's hair deteriorates as time passes on an open-top bus. Her hair looks worse and worse as they take more photographs throughout the day with embarrassing shots.

And of course, in Sunsilk's ideal world, her hair would continue to fall back in place till the evening.

Black Shine variant is scheduled for next year.