We’ve had some triumphs and some utter clangers (see the Heart Foundation’s abomination), but when it comes to the strangest ad of the year, it appears we’ve got a real contender in a new spot by Unilever’s Pond’s Men.
Titled “Slap off”, the spot’s the work of Ogilvy Singapore and is designed to promote a facial scrub called “White Boost”.
The ad, which arrived in B&T’s inbox overnight, features a slapping competition – in front of no spectators – between an extraordinarily pretty young man and a hulking bald behemoth.
In fact, it’s probably too hard to explain, so we’ll just let you watch it:
Explaining the campaign, Nicolas Courant, co-chief creative officer, Ogilvy Singapore said: “In the real world, most Indonesian men don’t aspire to be alpha-males, and we’ve learnt from our recent Bodybuilder film that they are hungry for entertaining content that makes fun of such cliches and doesn’t take itself too seriously.
“When it comes to skincare, guys are way more relaxed than what the category wants to show us. As a challenger brand, we wanted to set ourselves apart from these stereotypes.”