This Moving Chinese Film About Divorce Is Actually a Haircare Ad

P&G's Rejoice Brand Encourages Splitting Couples to 'Believe in Love Again'

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Procter & Gamble haircare brand Rejoice is encouraging China's divorcing couples to "believe in love again" with a four-minute web film that tells the moving story of a couple parting ways. Stylishly filmed in Hong Kong by director David Tsui, it follows a wife who asks her husband, as they're preparing to sign the divorce papers, if he would hug her once a day for a month. As the month passes, they revisit places that were meaningful to their relationship. As viewers, we're hoping fervently they're going to reunite, and the ending gives us a spark of hope.

Rejoice and agency Leo Burnett Hong Kong created the hashtag "#IBelieveInLoveAgain" to promote the campaign and pushed it with social media, a website and more.

In a statement, Terence Lam, P&G Greater China haircare marketing general manager, said, "We believe that no matter how complicated relationships can be, there's always a way to smooth things up. As a brand devoted to smoothness and love, this is a position worth taking -- having a strong point of view on this cultural phenomena."

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Oct 15, 2014
Leo Burnett Hong Kong
Executive Creative Director:
Connie Lo
Executive Creative Director:
Brian Ma
Creative Director:
Julian Hernandez
Interactive Associate Creative Director:
Jason Luo
Associate Creative Director:
Kim Wong
Senior Copywriter:
Kunal Kshirsagar
Art Director:
Alex Li
Art Director:
Francesca Wong
Assistant Art Director:
Shekee Shek
Natalia Zhu
Regional Brand Director:
Lisa Ip
Brand Director:
Roxanne Phaisalakani
Brand Executive:
Amy Ng
Global Planning Director:
Farheen Romani
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