Vaseline leans into generational love and childhood rituals in new film

Vaseline has launched “Love hurts”, a new campaign film that spotlights a familiar yet rarely celebrated act of care: a parent, grandparent or loved one firmly applying Vaseline Petroleum Jelly onto a child’s face, despite the child’s protests.

Directed by BAFTA-winning filmmaker and former Olympian Savanah Leaf of Park Pictures, the film first debuted in Kenya on 8 April before rolling out across social platforms. It invites audiences to share their own stories of care using #AllYouNeedIsVaseline.

Set to an intentionally ironic soundtrack, the film traces the emotional arc from childhood resistance to adult understanding, reframing a moment often marked by complaint and drama as an enduring expression of love. What once felt uncomfortable is revealed as protection in disguise.

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Rooted in shared household experiences, “Love hurts” explores how care is passed through generations. The campaign taps into a collective cultural memory in which Vaseline is more than a skincare staple, but a symbol of affection, protection and familiarity.

Spearheaded by Ogilvy Singapore and produced by Park Pictures London and Whitecoat Productions, the film reached more than one million people on launch day alone in a single market, before going on to generate over 11 million views across Vaseline East Africa’s channels, becoming its most viewed film to date, according to Ogilvy.

Nathalia Amadeu, global brand director at Vaseline, said the campaign reflects how everyday rituals carry emotional weight. “For anyone who grew up with a grandmother, mother or dad rubbing Vaseline onto their skin, it was never just about moisture; it was an act of care, protection and love,” she said.

In tandem, Nicolas Courant, chief creative officer at Ogilvy Singapore, said the idea centres on recognising overlooked but universal experiences. “‘Love hurts’ is a ritual shared by millions across the world, yet it has rarely been told. By focusing on this one specific real-life experience, we turn an everyday moment into a story that people everywhere can resonate with,” he explained. 

"Love hurts" follows recent work from Vaseline and Ogilvy Singapore that has leaned into cultural storytelling and creator-led ideas across its global campaigns. 

Titled "Vaseline originals (OGs)", the campaign turned viral social media hacks into real beauty products. In 2008, creator Jen Chae (@frmheadtotoe) shared a Vaseline brow tamer hack on her blog, while YouTube pioneer Lauren Luke (@laurenluke_panacea81) popularised a Vaseline primer hack that made pro techniques more accessible. Nearly two decades later, those ideas have inspired two new products: Vaseline brow tamer, inspired by Chae’s hack, and Vaseline all-in-one primer and highlighter jelly, inspired by Luke. 

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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