The Vaseline Verified and Vaseline Originals campaigns have shown the world that the product is being given all manner of uses. In some cultures, Vaseline has also grown a tradition – a parent, grandparent, or loved one applying Vaseline Petroleum Jelly to a child’s face. Whether they like it or not.

Ogilvy Singapore presents this tradition and everyday act of love with honesty, humour and a brilliant choice of soundtrack, Love Hurts, by Nazareth in 1976. Not only does the film show another use for Vaseline, it shows that the brand understands its audience, giving them a reason to smile at themselves and feel good about their love.

The commercial was directed by Park Pictures director, Savanah Leaf and launched in Kenya on April 8 and reached more than one million people on launch day alone. Since then it has since become the most viewed film on Vaseline East Africa’s channels, with over 11 million views, rolling out across social platforms, inviting audiences to share their own stories of care using #AllYouNeedIsVaseline.

Credits:
Client: Unilever (Vaseline)
Chief Marketing Officer: Leandro Barreto
Vice President: Fernando Kahane
Brand Director: Nathalia Amadeu
Brand Manager: Navini Ramsamie
Head of Brand: Tamryn Taylor
Creative Agencies: Ogilvy Singapore & VML South Africa

Production Company: Park Pictures UK
Director: Savanah Leaf
Head of Production: Fred Deedes
Service Production: Whitecoat Productions