The campaign features a pre-roll ad that leads right up to a very revealing moment, then demands a clickthrough to a second video for the exciting conclusion (which is not as revealing as some viewers may hope).
Both videos, as well as social-media activities and mobile/PC banner advertising, feed traffic to a microsite that explains in detail the benefits of the product, called the Hydro Groomer.
AdPeople Asia-Pacific, which created the campaign, doesn't mince words explaining the strategy, stating directly that it's meant to appeal to "men's virile instincts" while also providing a bit of light-hearted fun.
This campaign launched first in Taiwan, followed by Korea, Singapore and Hong Kong. Japan, Australia and New Zealand will follow in the coming weeks.
CREDITS
Art Director: Andy Teng
Copywriter: Amy Donohue, Loke Shi-Ying
Account Director: Sushiv Mathur
Account Managers: Alex Dimasacat, Kwok Pin Yiing
Creative Director: Renato Quaroni
Web Production House: SOSNaked
Web/Digital Production: Shoharab Hossain, Jacqueline Wong
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