Unilever launches drama series 'Unbeatable' starring Clear Shampoo

Clear's 'Unbeatable' is airing across six major provincial satellite TV channels and six online video sites. Sohu is the major host for this project online.

The drama is about the trials and tribulations of a group of young people and how they overcome challenges in their career, relationships and lives branding an unbeatable spirit. The heroine is a fresh graduate who has landed a job in an international public relations agency, working with none other than Clear as her key client.

She falls in love with the office janitor who turns out to be a spy from a competitor agency. And so the story of love, betrayal and office politics begins...

The good-looking cast includes Peter Ho, Hu Bin, Yumiko Cheng and even former Olympic medalist diver Tian Liang.

Director Jiang JiaJun is also the film director of Unilever's previous branded series 'Ugly Wudi' for personal care brand Dove, which was handled by Mindshare.

Patrick Zhou, media director of Unilever Greater China, said, "PHD China took over the Unilever media business after the global agency pitch in February. They have been doing a stellar job given the short time frame in planning, implementing and supporting on-and offline media plans. This is not an easy feat for a campaign of this scale."

Mark Heap, managing director of PHD China, added, "The scale of distribution and the activation through digital, SNS, gaming and other advertising channels is phenomenal." Making Clear shampoo relevant, trendy and cool to young adults in China is a major challenge.

Besides the drama, talk shows, interviews, music downloads and online games are also incorporated into the campaign site to deepen consumer engagement. The project is also promoted through outdoor media in China.