Sunsilk's "Hair Talk" spot by J. Walter Thompson Bangkok tells the story of a transgender beauty queen from the point of view of her hair.
Inspired by the true story of Rock Kwanlada, a runner-up at Miss Tiffany Universe 2017 who also starred in the film, the spot shows how every inch of her hair is an important milestone on her journey to womanhood. The longer it gets, the more feminine she is.
Despite facing disapproval from her father when she was younger, Rock Kwanlada continued growing her hair. "I've never asked my father how it feels like to have a son like me. I've been hiding, pretending. I just hope that someday he will know and accept me for who I am," she said in the spot.
The video garnered 2.3 million views, 64k reactions, 244 comments and 447 shares on Facebook and 18,408 views on YouTube at the time of writing, sparking conversations about gender and stereotypes.
Check out the spot here:
“Lots of people were involved in this project across multiple offices from both client and agency side, including two creatives who are also trans. We hope the film will keep breaking barriers and stereotypes in Thailand and beyond. We knew we had a powerful story, but from the minute it hit social media it took a life of its own. Every girl should be able to explore the world freely with her hair by her side. And we mean every girl," Joao Braga, chief creative officer, J. Walter Thompson Bangkok, said .