By Theda Braddock
“Meet Me Halfway”, the latest installment of lotion brand SK-II’s #changedestiny campaign, is a somber look at a serious problem Chinese women are faced with. The campaign’s film, by Forsman & Bodenfors, addresses the notions of independence, empowerment of women, compromise, understanding and bravery as 3 Chinese women tearfully open up about the burden their parents put on them to marry.
Describing the insistent questioning and never-ending pressure they receive each time they go home, the daughters explain why they’re so reluctant to visit their parents, especially for the Chinese New Year. The film, which was released not long after the new year, will undoubtedly speak to many Chinese families in just that situation.
The film also introduces us to the parents who talk about why they view marriage as so important. “Women should be traditional – a good wife and a good mother,” insists one mother. In an effort to reconcile tensions, the daughters each write letters asking their parents to meet them halfway, literally and figuratively. “I’ve always tried to live up to your expectations, however it has put a lot of pressure on me,” one daughter explains in her
letter. “I want to rely on myself,” says another.
“Meet Me Halfway” effectively conveys the anguish felt by these women, and grows even more intense as the parents read and accept their daughters’ invitations. The families re-unite halfway between their respective cities, embracing and easing tensions. For single women in China, the film itself can serve as a message they can send to their parents, inviting them to meet halfway. And it may already be as just 48 hours after its release it had already been viewed over 18 million times on Chinese platforms. It will certainly start many conversations and hopefully parents will understand that their daughters don’t need to marry. As one daughter put it, “as long as you have faith in me, I will succeed”.
About the Contributor
Theda Braddock is an American who lives and works in Paris. She helps agencies develop their communication and promote creativity, and writes for several publications when she has time.
