Ogilvy Singapore’s latest film for Pond’s Men features in your face slapstick comedy
How do you keep a strong face when your opponent is triple your size, and has more than double your media muscle? Ogilvy Singapore shows how in this new spot for Pond’s Men.
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.
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 –
Senior Brand Director Pond’s Men: 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
13 Comments
Huh? What is this rubbish?
Old-fashioned, untalkative, and simply look down on the IQ of consumers.
Ponds: The only skin cream men need if they fancy being slapped around the face 20 times by a fat, bald psychopath. Beautiful strategy.
Look Ogilvy, if you’re to have such an incongruous product connection, at least make it funny. This isn’t. You managed to make 1 minute of literal slapstick humorless and plain weird.
stupid……
The insight, the execution and the line don’t add up.
The kids smug face is so annoying too, it would be actually funny if he was looking on his phone or staring at something else or if the product befit or feature actually linked to the execution. Men don’t respond to normal skin category communication and tropes, fine, at best an obvious observation.
Now link that together to combine into something that makes sense.
At the moment a “current” trend where men slap faces as a sport and men don’t care as much about their skin as women and men aren’t influenced by normal tropes in this category is at best “OK” logic, but the result makes absolutely no sense.
I think you lost every creative on the planet the moment you said “product benefit”. Stop taking things so seriously. You sound totally fun at parties.
“Consumers do not buy products. They buy product benefits”. David Ogilvy.
Pfft, what did he know eh?
Yes that truck split thing with Jean-Claude Van Damme, built on a feature and benefit was so boring.
The point is collectively it doesn’t work, you can make it work by creating a line that ties it all together, if you knew what you were doing, that is. I think you lost every creative on the planet by showing you think this is a worthwhile piece of work and doing PR with it in trade titles.
The boy slaps weird. Wouldn’t even consider it a slap. This cringe worthy spot is a waste of everyone’s time and money.
The most stupid ad, I have been given to see in years.
If it were funny at least… But, all this stays a the lowest Alpha male balls level. Just plain gross.
For me by by Pond’s Men.
So… the benefit of this product is to provide a thick skin or the product stops the blood flow to your face so to numb your skin?
The brand director should’ve provided better advice for the client and not let the creatives indulge in this nonsense. The fact that your name is right on top of that list of credits.
That’s not the agency brand director, that’s the client lol, agree with you there that they should know their brand better.