XMEN Vietnam celebrates showering as an act of love via The Friday Vietnam
The Friday Vietnam has launched this new campaign for XMEN Vietnam, which aims to make people see showering in a new light.
In the recent campaign, XMEN Clean&Fresh Anti-bacteria has taken the mundane task of showering and turned it into an epic act of love. The ad features a man who treats his showering routine as a grand stage performance, complete with a jazz orchestra. Moving in time with the music, the film intertwines between shots of the soap lathering on his skin and intimate scenes of him sharing tender moments with his loved one.
As the music builds to a crescendo, it reveals the most mysterious part of the performance: the man’s lower body. XMEN believes keeping this area immaculately clean is the ultimate way of showering.
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“For us, this is a strategic move to promote a category that is typically viewed as functional and transform it into a romantic and passionate experience. We aim to attract younger consumers who want both practical products and new experiences that enrich their daily lives,” Bach Tran, Marketing Director, Marico Vietnam.
Khoa Pham, Creative Director at The Friday, said: “Overall, the ad is a creative take on the simple act of showering. By turning it into a grand performance, we’ve managed to make showering seem like an exciting and romantic act. The use of jazz music also adds to the glamorous feel of the ad.”
The campaign was followed up with “Shower for Love” – a puzzle collection that links the act of showering with the act of making love. The puzzle is based on the Vietnamese phrase for puzzling, “xếp hình”, which also means making love. It is attached to the product as a gift and sent to local influencers to generate more excitement around the campaign.
