Ultimate tear jerkers. These used to be “owned” by US advertisers. Now they’re trending in Asia.
This one, by J.Walter Thompson Bangkok (with help from J.Walter Thompson Jakarta), for Sunsilk, follows another Asian ad trend of promoting social change. It begins with the title, Transgenders have come a long way in Thailand, but stereotypes still dominate and family acceptance is a major barrier.
But it’s more interesting than most because it’s told through the voice of a young boy’s hair. The length of his hair signifies his growing into who he is. When he is forced to wear it short, like a boy and in sync with society’s gender norms, the boy’s true identity – and his happiness – are challenged.
The film achieved more than 2.5 million organic views in its first 48 hours after being posted on Sunsilk’s website in May. Eventually paid media was added, YouTube and Facebook. The film has now won more than 37 million views in Thailand alone.
Of course, Hair Talk is not just a film about gender equality and acceptance. It introduces a new Sunsilk product formulated for long hair. And it’s an endorsement campaign. The film is the story of young trans woman and beauty queen, Rock Kwanlada, who stars in it, and follows her early battle with bullies, her reluctant double life and her struggle for acceptance.
It concludes with the slogan, Own your hair, be that girl.
The film won a Bronze Lion in Film at Cannes Lions last week.
Credits:
Agencies: J.Walter Thompson, Bangkok & Jakarta
Creative Director: SheungYan Lo [J. Walter Thompson APAC]
Global Executive Creative Director & Creative Consultant: Marco Versolato [J. Walter Thompson Singapore]
Chief Creative Officer: João Braga [J. Walter Thompson Bangkok]
Creative Director: Pingkan Rarumangkay [J. Walter Thompson Jakarta]
Creative Group Head: Sebastian Chendra [J. Walter Thompson Jakarta]
Copywriter: Natya Arun [J. Walter Thompson Jakarta]
Art Director: Edwin Yacob [J. Walter Thompson Jakarta]
Creative Director & Copywriter: Piya Churarakpong [J. Walter Thompson Bangkok]
Associate Creative Director & Art Director: Jiradej Penglengpol [J. Walter Thompson Bangkok]
Head of Planning: Prachawan Ketavan [J. Walter Thompson Bangkok]
Global Business Director: Sarah Hempstead [J. Walter Thompson Singapore]
Regional Brand Director: Catherine Gianzon: [J. Walter Thompson Bangkok]
Account management: Len de Rosales & Siriporn Kampong [J. Walter Thompson Bangkok]
Production: Jiroj Mechoojit & Attapong Chooamnard [J. Walter Thompson Bangkok]
Production Company: Jump Films
Director: Vasuphon Kriangprapakit
Co-director: Chinnapat Potieng
Assitant director: Vannapond Noigasame
Director of photography: Chalonggwut Chorruangsak
Editor: Wisarut Deelorm
Art director: Luksamee Endoo
Producer: Jeeranun Nutchayapolworakul
Production managers: Yaowalak Saekhow & Nantawan Cherdphol
Client: Sunsilk
Marketing Director Thailand: Voraphak Banlengchit
Marketing Manager Thailand: Wichaporn Kanapongsa
Brand Support Managers Thailand: Saraporn Eawpiromkul & Panipak Siriratanachaikul
Global Executive Vice-President Hair: Jean-Laurent Ingles
Global Brand Vice-President: Zeynep Kutlay-Ozcan
Global Branding Director: Vandana Dhoot
Global Senior Brand Manager: Jean Madden
Global Assistant Brand Manager: Grace Choo
