Cannes Lions

This Commercial Doesn't Understand You At All

BBDO BANGKOK, Bangkok / JOHNSON & JOHNSON / 2023

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Overview

Entries

Credits

Overview

Background

Clean&Clear is a foaming face wash brand for teenagers. Our challenge is how to connect with teenagers these days while their lifestyle and behavior always change. How to make them think that Clean&Clear is the brand for them. A brief is about creating a brand love.

Execution

We called it “This commercial doesn’t understand you at all”, We compiled all stuffs that most of the advertisers assuming that teenager like it, such as the TEEN slang, rap songs, colorful outfits, skateboard etc with a twist that the only thing that totally understands your face is Clean & Clear Foaming Face.

Outcome

This campaign become the most viral work that Clean & Clear ever created.

By the first day, the share results were more than every other content ever made.

It became talk of the town of how quirky, funny, and sarcastic the work is.

We got 37 million impressions, and 100% positive sentiments in social (oh! But let’s not refer to those brands who used to claim their understanding of the NEW GEN TEENS).

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