This Moving Chinese Film About Divorce Is Actually a Haircare Ad

P&G's Rejoice Brand Encourages Splitting Couples to 'Believe in Love Again'

Published On
Oct 15, 2014

Editor's Pick

Procter & Gamble haircare brand Rejoice is encouraging China's divorcing couples to "believe in love again" with a four-minute web film that tells the moving story of a couple parting ways. Stylishly filmed in Hong Kong by director David Tsui, it follows a wife who asks her husband, as they're preparing to sign the divorce papers, if he would hug her once a day for a month. As the month passes, they revisit places that were meaningful to their relationship. As viewers, we're hoping fervently they're going to reunite, and the ending gives us a spark of hope.

Rejoice and agency Leo Burnett Hong Kong created the hashtag "#IBelieveInLoveAgain" to promote the campaign and pushed it with social media, a website and more.

In a statement, Terence Lam, P&G Greater China haircare marketing general manager, said, "We believe that no matter how complicated relationships can be, there's always a way to smooth things up. As a brand devoted to smoothness and love, this is a position worth taking -- having a strong point of view on this cultural phenomena."


Oct 15, 2014
Brand :
Client :
Agency :
Leo Burnett-Hong Kong
Executive Creative Director :
Connie Lo
Executive Creative Director :
Brian Ma
Interactive Associate Creative Director :
Jason Luo
Associate Creative Director :
Kim Wong
Senior Copywriter :
Kunal Kshirsagar
Art Director :
Alex Li
Art Director :
Francesca Wong
Assistant Art Director :
Shekee Shek
Copywriter :
Natalia Zhu
Regional Brand Director :
Lisa Ip
Brand Director :
Roxanne Phaisalakani
Brand Executive :
Amy Ng
Global Planning Director :
Farheen Romani
Creative Director :
Julian Hernandez

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