Surf enters Indonesia, Malaysia and Thailand with TVCs

This campaign marks Surf's entry into the three markets. Unilever states that Surf is its fastest growing brand among the top 15 brands in the last three years.

Developed by BBH Asia Pacific, the two TVC are titled ‘Making of’ for the Thailand market and ‘Sleepyheads’ for Indonesia and Malaysia.

Creative Director for BBH, Priti Nair said that the TVC, radio and activation was launched in all four markets to 'preserve the core idea of the brand offering in all four markets'. "We devised the launch communication and thematic communication as it was a new product in Thailand, Malaysia and SIngapore and strengthened it further in Indonesia," said Nair. 

‘Making of’ shows a flock of adorable fairies adding natural fragrances to Surf. While a mother in the ‘Sleepyheads’ commercial wakes up her family with the heavenly scented clothing.

Both commercials are based on the idea that Surf delights the senses and brings joy to everyday lives. "As the laundry detergent is a regular house product, we wanted to capture the joy and delight which comes from its fragrance that makes a person sing and dance," said Nair. 

“It is an exciting challenge to create work for regional brands that can be broad enough to exist across Southeast Asia whilst remaining locally relevant in each market,” said Frances Great, managing director at BBH Asia Pacific.

BBH is also the agency for the detergent in Latin America, Europe and Africa.

Credits: The Making of 

Director: Kanin Chandrasma  

D.O.P: Veerasak Siripun  

Production Producer: Atchara Mahayotsanun  

Agency: BBH Asia Pacific 

Creative: Priti Nair  

Agency Producer: Shabbir Motiwala  

Post Producer: Pawinee Ekwinai & Asama Sumalee  

Colorist: Debora Huen (Oriental Post)