JAKARTA, INDONESIA – How do you keep a strong face when your opponent is triple your size, and has more than double your media muscle? Taking a swipe at the competition, Pond’s Men has eschewed the tired alpha-male stereotype set by market leaders and instead used empathetic humour to get Indonesian men to laugh in their latest brand film.
Commenting on the campaign, Nicolas Courant, Co-Chief Creative Officer, Ogilvy Singapore said: “In the real world, most Indonesian men don’t aspire to be alpha-males, and we’ve learnt from our recent Bodybuilder film that they are hungry for entertaining content that makes fun of such cliches and doesn’t take itself too seriously. When it comes to skincare, guys are way more relaxed than what the category wants to show us. As a challenger brand, we wanted to set ourselves apart from these stereotypes.”
The film has launched on TV followed by a social-led campaign hitting hard in creating a dramatic stand-off slap-off to highlight the product’s superior benefits, and show that nothing can beat the radiance of Pond’s Men skincare.
CREDITS
Advertiser : Pond’s Men
Senior Brand Director : Bianca Cancellara
Creative Agency : Ogilvy Singapore
Director: Diego Nuñez Irigoyen
Chief Creative Officer : Nicolas Courant
Associate Creative Director : Alessandro Agnellini
Creative Team : Jonathan Ollivier, Gui Camargos, Amanda Devarajan, Julian Gutierrez
Managing Partner: Matthew Leem
Group account Director : Sibylla Henninger
Agency Producer : Ays Tan
Production Company: Stink Asia
Cinematographer :Mischa Lluch
Editor : Pang Wei Fong
Colorist: Alejandro Armaleo
Audio company : Amp.Amsterdam
About Ogilvy
Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. Today, Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across more than 120 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brands needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships. Ogilvy is a WPP company (NASDAQ: WWPGY).
