The One Show
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Category
Online-only Films & Video / 31-60 Seconds - Single
Annual ID
OS23_FI081M
About the Work
Pond's Men’s new Ultra Bright Oil Fighter face wash gives long-lasting oil control of up to 8 hours. To launch it, we created a film based on the insight - no one wants to kiss an oily face.
What if someone with a supremely oily face was the reason that the air kiss, as we know it today, was invented? The film opens on an ancient Indonesian tribe where victorious warriors are being honoured with a kiss on each cheek by their king. One by one, the warriors step up to receive the great honour. However, when an extremely oily-faced warrior steps forward, the king hesitates. Despite trying his hardest to put his lips to the warrior's oily cheek, the king simply cannot and kisses the air instead... inventing the world's very first air kiss.
The film is our attempt to recreate ancient Indonesia without the western gaze. It was a time way before electricity. The light from the fire is interspersed with cool blue streaks of moonlight spilling into the crevices of the cave, its glow softening the weather-beaten faces of our cast. Instead of opting for typical, brutish, aggressive warrior faces, we chose softer, slender, almost feminine-looking men to challenge traditional ideas of masculinity. Their costumes and headgear were inspired by the inventive designs of the indigenous Dayak peoples of Indonesia. Their headgear, in particular, was not just an accessory but an expression of their unique identity. This provided a satirical edge to the invention of the air kiss. Finally, we used a diegetic track created using traditional Indonesian gamelan instruments such as the bonang and kendang drum and composed using the gamelan pelog tuning system to give the film a totally authentic touch.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy / Singapore
Client / Brand
Unilever / Singapore
Production Company
Earlyman Film Pvt Ltd / Mumbai
Copywriter
Cessita Putri
Chief Creative Officer
Nicolas Courant
Marco Versolato
Composer
Sameeruddin
Director
Ayappa
Director of Photography
Vikash Nowlakha
Executive Producer
Anand Menon
Producer
Milin Shah
Strategist
Mellita Angga
Associate Creative Director
Sonali Ranjit
Rachel Chew
Ria Ocampo
Casting Director
Munie Ariffin
Strategy Director
Dilip Garga
1ST AD
Jeremy Zainal
account director
Vinx Zhang
Audio engineer
Jerry Teo
Audio Producer
Terence Chan
colorist
Corey Spykerman
Costumes Stylist
Akma Suriati Awang
D A
Udayan Biswas
Executive Strategy Director
Sumegha Rao
Global Managing Partner
Aanchal Sethi
Group Account DIrector
Pritika Gupta
Line Production
Solomon Lourdes Raj
Makeup artist
Marlia Leryani Ghazali
Offline Editor
Dipika Kalra
Online Artist
Edmund Fong
Post producer
Kyanne Tan
Post Supervisor
Vikram Solanki
Production Designer
Jimmy Bong
SENIOR PRODUCER
Kevin Nguyen
Fabiano Beraldo
Worldwide Managing Director
David Dahan
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