Sweetshop China delights the eyes with offbeat videos for P&G China’s Aussie beauty brand

Sweetshop China has produced a series of stylishly kitsch videos for P&G China’s Aussie beauty brand.

Full of bold colours and stylish cuts, the ads present sensory imagery to translate the physical feeling of the Aussie range of products. One ad for a conditioner compares its consistency with greasy or slippery alternatives to foodstuffs like jelly and butter.

Another for Shampoo uses gorgeous closeups of a feather and balloon to translate the feeling of lightness.

The director of the ad series, Leni Muk said, “I loved working on these films, they were a lot of fun to make. They are bold, colourful, free and funky. And really, really unique.”

From our own perspective at Marketing, though the ads are sumptuous to stare at and will work well without audio in multiple presentation formats (due to their simplicity and clear graphics) there feels like something’s missing. It’s hard to put into exact words but whether its a greater sense of humour, a better narrative, or even a recognisable song, these ads are just missing that dollop of special sauce to separate it from the pack.

But still, competitors should take notes from this series about how effective it is to get across the physical attributes of beauty products through funky comparative visuals like these.

Credits

Client Aussie (P&G China)

Creative director Kris Duanmu

Aussie brand manager Fiona Sun

Aussie design manager Jaclin Chen

Production house Sweetshop Shanghai

Director Leni Muk / 立山而木

DOP Mu Chen / 牧尘 

Managing director & executive producer Laura Geagea 

Producer Catherine Law 

Line producer Ryan Li

Art director Julius Mak

Wardrobe stylist Sharon Chiu

Post-production Digital Domain Shanghai

Post producer Alexei Golob

Offline editor Anais Siab

Colourist Simon Astbury

Online artist Rex Or

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