James Corden, Naomi Watanabe and Tang Wei go to school–well, more accurately master classes–to learn about the legend of skincare brand SK-II and the secret of its Pitera Essence facial treatment.
However, this class ends up being one in music–as John Legend appears, singing about the virtues of Pitera magical water in a tongue-in-cheek music video. Conceived by Marcel Worldwide (Publicis Group) and directed by Gabe Turner of production house Fulwell 73, this music clip is full of fun and charm.
This video is just one element of the Pitera master class campaign which is being launched in 10 countries across Asia and USA on SK-II’s YouTube channels, where a total of nine new class episodes will be released on a weekly basis.
Credits
Client Procter & Gamble/SK-II Agency Marcel Worldwide Anne de Maupeou, chief creative officer; Remy Aboukrat, executive creative director; Aleksandar Marjanovic, sr. art director; Debra Wong, producer. Production Fulwell 73 Gabe Turner, director; Carly Shackleton, producer.
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
