A new ad from P&G's Vicks brand in the Phillippines recounts the moving story of a man who adopts a helpless abandoned baby, and learns the power of love.
Created by Publicis Sinagpore and directed by Sheron Dayoc, the four-minute film begins with an angry-looking young man living in a rundown shack who is infuriated by the sound of his neighbor's crying baby. Eventually he storms round there to complain, only to find everyone has gone and the baby has been abandoned. From looking like he might threaten violence, he goes to tenderly cradling the baby and stopping it from crying.
Forced to take care of it himself (his mother and female relatives shut the door in his face at first) he learns to love the child, and by the time Social Services come calling, he's started to turn his life around, getting a decent job. The character's voiceover finally tells us that the baby has saved his life, just as he has rescued the child. This poignant tale becomes all the more moving when the film reveals that's it's based on a true story, showing a photo of the real adoptive father, Hernando, and his now 12-year-old son.
The online campaign promotes Vick's Touch of Care cough and cold remedies. Maithreyi Jagannathan, Regional Associate Brand Director, P&G HealthCare Asia, says in a statement: "Vicks has always stood for care and the relief it provides from cold and cough by the gentle touch of our products. In this #touchofcare campaign we are elevating this brand idea and explaining how care can transform lives and the future of people who are not just connected by blood but end up being family through care itself."