Cannes Lions

BEAUTY SOAP

JWT/XM SINGAPORE, Singapore / UNILEVER / 2012

Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

Lux is one of the biggest brands of beauty soaps in Indonesia. The allure, fragrance and irresistibility of a Lux woman is something we have dramatized many times through traditional radio and TV spots.But how could we catch people when they least expected to hear from our brand and how could we dramatise the potent effect of ‘just a little Lux‘ (the tagline of the brand) in a fresh, entertaining way?All women love being loved. We took this simple insight and had fun with it on live radio.We pranked a radio jockey and a live primetime request show on Indonesia’s most popular frequency was hijacked by callers, each one dedicating odes and making over the top declarations of love to the same woman.

Execution

On Indonesia's most popular radio song request show, we pranked a famous, cocky jockey on live radio with callers from across the country, all declaring their undying love and strangely sending song requests for just one woman.

Every call was for 'Kareena'. This left the radio Jockey perplexed and we captured his mounting confusion on hidden cameras as he struggled to keep his composure and carry on with the show. Till the last caller left the usually chatty jockey speechless. It was Kareena, thanking all her admirers and crediting it all to the effect of Lux.She even snuck in the tagline of the brand into her conversation and only then did the jockey realise he'd been pranked.

Outcome

No one had used a popular and familiar radio show in such an unexpected way before. We caught around 2.5m listeners by surprise. Tweets started pouring in even during the show, all sharing the confusion of the radio jockey. When we revealed the Lux connection and the last caller turned out to be the Lux woman, we got tweets LOL-ing away. The entire nation was entertained, amused, engaged. No radio ad had ever had this effect. The exaggerated army of hopeless admirers, the vexation of the jockey, songs such as ‘Can’t Take My Eyes Off You’, and ‘Pretty Woman’, all dramatised and reinforced our idea: the potent effect of just a little Lux.

Similar Campaigns

12 items

Shortlisted Eurobest
Axeination

LOLA MULLENLOWE, Madrid

Axeination

2021, UNILEVER

(opens in a new tab)