P&G skincare brand SK-II tackles the delicate subject of unmarried women in China once again in this year's Chinese New Year film.
In 2017, the brand aired "Marriage Market Takeover," a film in which women were stamped with an expiration date on their wrists, a literal representation of society's expectation that they find a husband before turning 30. In the new film, titled "Meet Me Halfway," agency Forsman & Bodenfors Sinagpore tries to bridge the gap between what modern Chinese women want and what their parents expect of them. As it explains this is particularly pertinent at Chinese New Year: for a young single Chinese woman, curious questions that arise from parents and relatives about boyfriends, marriage and even children during the week-long festivities can create a suffocating and unbearable environment of pressure and urgency.
Director Floyd Russ of Tool (who has worked on the likes of Love Has No Labels) introduces us to women who are feeling undue pressure to marry, and parents who believe their daughters should not be so focused on their career. The daughters are encouraged to invite their parents to meet them at a place halfway between where they both live, and figuratively "meet them halfway" as well, by trying to understand the other point of view.
"We want to tell women worldwide destiny can change, when you have the courage to take the first step to meet halfway,” says Sandeep Seth, vice president, Global SK-II, in a statement. “We hope the stories of these three brave women can inspire other women to take the first step, start a conversation with their families about marriage pressure and in the process, empower them to live life on their own terms and shape their own destinies.”