The new J&J TVC, conceptualised by DDB Mudra, brings a fresh perspective by showing how teenaged girls face the excitement of a new stage in their life without having to worry about skin problems
The new J&J TVC, conceptualised by DDB Mudra, brings a fresh perspective by showing how teenaged girls face the excitement of a new stage in their life without having to worry about skin problems
BestMediaInfo Bureau | Mumbai | July 18, 2013
With college comes a lot of new things in a youngster's life – new clothes, new friends, new things to look up to. In all that novelty, a youngster cannot afford to worry about skin problems. This is the idea that Clean & Clear is portraying in its new campaign 'Welcome to College Life'. The 30-second TVC has been conceptualised and executed by DDB Mudra.
As a leading teenage skincare brand, Johnson & Johnson's Clean & Clear has always depicted skin problems faced by teenagers and young adults. Clean & Clear has tried to transform the way youngsters take care of their skin. By giving them the option of changing from soap to face wash, they hope to extend the brand name.
The new TVC extends this idea further while showing two girls entering their college life. The girls are excited about the new things they will experience – be it shoes and clothes, or friends and hangout zones. However, neither of them is ready to take their old skin problems to this new phase of life. Which is why they switch from their old soap to the new Clean & Clear Foaming Facial Wash. While the supers in the TVC points out the things which will be new and quintessential in their new life, the upbeat jingle in the background emphasises the excitement this life brings.
A catchy upbeat jingle plays in the background to emphasise the newness and excitement of college life. The film dips a little to question the girls whether there's room for skin problems in their new life. They answer that with soap gone and Foaming Face Wash around, skin problems are out of their way. And then they move on to enjoy their new life again.
Priya Rege
Priya Rege, Senior Product Manager, Clean & Clear, Johnson & Johnson, said, “To refresh communication on your hero product is always a challenge. For foaming face wash, we wanted a refreshed way to capture a slice of teen's life. We knew teen girls keenly looked forward to new clothes, accessories, friends and fun they would have at college. We got them thinking about taking a new step by using face wash as well. The insight has been brought to life in a truly unique way and this execution is among the best we have seen for Clean & Clear so far. This film takes the communication on Foaming Facial Wash to a new high.”
Hanoz Mogrelia
Hanoz Mogrelia, Group Creative Director, DDB Mudra Mumbai, explained, “From a creative point of view, we had to come up with a fresh take on the previous foaming face wash communication. This is where the newness of college life played a key role. It opened up different creative possibilities – which we explored. Finally, we zeroed in on this particular rendition. The new film is truly a worthy successor to the earlier foaming face wash commercial.”
The TVC:
Credits:
DDB Mudra Mumbai
President: Rajiv Sabnis
Chairman & CCO: Sonal Dabral
Sr. Vice President: Shally Mukherjee
Sr. VP - Planning: Aditya Kanthy
Director Brand Communication: Sumeeta Bhangalia
Director Brand Communication (Planning): Sonal Jhuj
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