It can’t be easy to convince men that they need the Pond’s Men Pore Vacuum, but for David Madrid that was just a challenge that humour and hyperbole could conquer.
The campaign story, Love At First Sight, plays on classic advertising stories that overly dramatise the product need. In this case, a young professional’s oily skin gets in the way of his budding romance with a co-worker – but in a new and really, really funny way.
The idea comes from David Miami. Production was managed by WPP@Unilever, which produced the campaign virtually in Madrid.
The campaign will run for six months across broadcast TV and digital beginning in Indonesia then globally.
“In competitive categories like the men’s segment, a key way to break through to consumers is to take a disruptive approach. And in doing this we have become a fun, irreverent, loved brand – which is growing faster than the others. That’s the true power of our creative approach,” said Pavan Bedi, global brand director, Pond’s.
“We keep having fun with Pond’s Men, developing exciting work on a simple proposition, and getting strong business results. It shows that being consistently creative pays off. We will keep pushing until we make Pond’s Men truly iconic,” stated David Dahan, managing director, WPP@Unilever.
“We wanted to highlight the benefits of Pond’s new product without stating the obvious and instead shared a lighthearted scenario that implies how this product solves a popular skin concern,” said executive creative directors, André Toledo & Saulo Rocha, DAVID Madrid.
Agency: DAVID Madrid
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Executive Creative Director: Saulo Rocha, André Toledo
Creative Director: Fred Bosch
Copywriter: Luis Giraldo
Art Director: Felipe Antonioli
Group Account Director: María García Herranz
Account Manager: Irene León
Head of Production: Diego Basualdo, Alejandro Falduti
Managing Director: David Dahan
Business Director: Sarah-Cate Agnew
Account Manager: Natasha Wijeweera
Chief Creative Officer: Marco Versolato
Senior Producer: Jenni Stiebel
Global Brand Vice President: Rohit Bhasin
Global Brand Director: Pavanjit Singh Bedi
Assistant Brand Manager: Esa Mahira
Senior Regional Advertising Producer: Attilio Gianfrancesco
Regional Advertising Producer: Julia Lim
Executive Producer: Mario Fornies & Laia Vidal
Producer: Olga Valiño
DOP: Nilo Zimmerman
Editor: Tamara Torres