Does shampoo advertising have to be so functional? History would say yes, but when creativity breaks history’s rules magic can happen.

GIGIL and director, Kiran Koshy, have broken history’s rule in their commercial for VitaKeratin. It is based on local insight, like so many campaigns that resonate superbly with audiences. That local insight is this: Fyang is a Filipino celeb-singer who won Big Brother Philippines, and has since been out of the news, leading everyone to wonder, “Where’s Fyang?!”.

GIGIL’s imagination and Koshy’s story crafting add … annoyed, she creates an army of body doubles to thwart the intrusiveness.

It racked up 9 million social views in the first 24 hours.

“I shot this in one day in Manila with two units – one in the studio and the other at an actual wet market, which was what sold me,” Koshy commented. And we left a fly in the meat scene in the shot, deliberately. Clients were into it. Amazing for Unilever.”

Credits:
Client: Unilever [VitaKeratin]
Director: Kiran Koshy

Agency: GIGIL
Creative Partners: Herbert Hernandez, Badong Abesamis
Creative Director: Alvin Adriano
Creatives: Patrise Calumpag, Azi Oh, Ronchris Cosme
Strategic Planner: Nanais Hernandez-Padernal 
Associate Account Director: Adel Clemente
Producer: Sasa Abella, Denise Blanco Elizon
Production Company: KATOK
Executive Producer: Anne Marie Rodriguez
DoPs: Sven Lippold, Carlos Mauricio
Production Manager: Danz Molina
Location Manager: Peewee Languido, Tam Cunanan
Production Staff: Lykah Peconcillo, Fifi Veslino
1st AD: Bombi Plata
2nd AD: Daphne Esplana
Production Designer: Ade Leung
Props: Jackson Natividad, Anthony Peconcillo
Hair & Make Up: Osh Medina
Casting: Carlos Lapira, Lyza Madil

Post-Production: IKIGAI DIGITAL
Offline Editor: Claire Villa-Real
Colourist: Fred Bensan-Aragon
Online: Team Ikigai Digital
Sales Producer: Camille Regis
Post Producer: Sieren Tuplano