P&G Vicks’ “Touch of Care” campaign leads with the idea that “Family is where Care is” in portraying the real-life story of an orphan and her newfound mother. Created by Publicis Singapore, the story is told in the first person by the orphaned girl Gayatri herself. The film beautifully captures how Gauri cared for Gayatri as her own, against all odds, with deep compassion and love. The story reflects the challenges that Gauri faces from the rest of society, as a transgender woman.
The Vicks Brand has stood for Family Care in India for over 50 years. However, family today is not always as tightly defined as it once was. With the changing face of life across India and an increasing number of people living away from their traditional environments –the idea of family now goes far beyond just biological connections or sharing a surname. Vicks has therefore adopted this bold and progressive stance- that above all else, it is care that is the ultimate definition of what a family is.
Ajay Thrivikraman, CCO, Global Clients, Publicis Singapore, commented “Looking for a way to express this powerful idea was both a heartening and humbling experience, once we realized that stories of extraordinary care are all around us in real life, and we are honored that Gauri and Gayatri gave us an opportunity to share their story of care with the world.”
Ed Booty, chief strategy officer, Publicis Communications APAC, said: “Great brands don’t just reflect safe and accepted norms, instead they dare to set agendas in culture at large. That is our ambition with this work for Vicks-–to give the timeless idea of Family Care a fresh and contemporary meaning.”
Neeraj Ghaywan of production house SeeOn directed the #Touch of Care short film, noting: “It was an immensely gratifying and inspiring experience to put together Gauri and Gayatri’s story. #TouchOfCare questions our conventional understanding of a mother and what constitutes a family. In a contemporary society, it is essential for us to be inclusive of everyone and accept the universality of care with love and empathy. And the best way to begin that would be the most basic human emotion of all- a mother’s care.”
CreditsClient P&G Vicks Agency Publicis Singapore Ajay Thrivikraman, chief creative officer; Jocelyn Chabanis & Eugene Pua, creative team. Production Company SeeOn Neeraj Ghaywan, director; Deepa Limaye, producer; Manoj Kumar Khatoi,DP.
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Apple’s in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.
Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this “Write smarter” ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.
This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.
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