Vaseline Men presents a clean slap scene

Developed by BBH Asia-Pacific, the TVC features an angry eagle-eyed director on the set of his own television commercial. However, he can’t get his protégé to slap her lead actor boyfriend in a scene and is horrified to discover that the actor's oily face is putting the actresss off.

Enter the product, Vaseline Men Antispot Whitening Oil Control Face Wash, which leaves the actor’s skin bright, oil-free and ready for...not slapping.

“Face wash ads are normally all science and ingredients and steely looks to camera,” said Tinus Strydom, creative director at BBH Asia Pacific. “Well, we slapped the crap out of that cliché.”

Targeted at young Southeast Asian men, there is also a print element to this second installment of the campaign. The first installment was launched in November.

“Our latest Vaseline Men’s Face Wash campaign is a good example of how the creative execution has perfectly dramatised the product benefit,” said Sebastian Devoto, Vaseline Global marketing director.