Lowe Singapore and Unilever freshen the scene in new CLEAR Ice Cool Menthol TV campaign
Lowe Singapore has created a new TV campaign, to promote Unilever CLEAR shampoo’s Ice Cool Menthol variant across South East Asia. The TVC, starring Thai actress Wow-wa, first airs in Thailand before rolling out across the region’s markets.
People suffer more with scalp irritation and dandruff during the region’s hottest, most humid months. CLEAR shampoo’s variant offers a solution, keeping the scalp feeling cool and refreshed with a combination of vitamins, nutrients, and menthol, so that consumers can feel confident even in summer.
Lowe Singapore’s team worked on the theme of CLEAR Ice Cool Menthol associated with a fashionable, modern lifestyle that men and women in South East Asia could both feel part of and aspire to. The TVC, titled ‘Cool DJ’, contrasts a tiring, hot day and an energizing evening beach party, where the key character, played by Thai actress Wow-wa, steps out as DJ. Colour visuals switch from hot tones to cool colours, suggesting cool nights and invigorating ice and mint.
The TV spot aims to associate a fresh-feeling scalp, and flawless, dandruff-free hair with the confidence to step into the limelight and take control. Even on the region’s hottest days.
Credits – Global Executive Creative Director: Madhu Noorani. Creatives: Ang Sheng Jin, Julius Sim, Andrew Ho. Producer: Pamela Phang. Account Management: Subarna Prabhakar, Mawar Quek, Marie Lee, Iris Gu. Planning: Allan Fraser-Rush, Jessica Smith. Production House: Bullet Bangkok. Director: Robbie Dinglasan.
3 Comments
Wow what just happened there?! Lots of scenes and lots of VO, but thanks for showing and telling me nothing.
In short it’s about a fresh-feeling scalp, and flawless, dandruff-free hair with the confidence to step into the limelight and take control. Even on the region’s hottest days.
Give them a break Mr White.
Actually there’s nothing fatally wrong with the spot.
Then again there’s nothing great either.
It’s call ‘real work’.
I guess it won’t attract any harsh comments if it wasn’t promoted in such a forum in the first place.
Tick this under: ‘Yeah we did it but let’s not pretend it’s awesome.’