Clients: XMEN CLEAN & FRESH
Agency: THE FRIDAY/ Production House: FGS
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Director: Duy Bico / Producer: Nissan Bui
CD: Khoa Pham / AD: Thu Nguyen, Chung Hoang
Designer: Khai Kei, Hy Vo / Copywriter: Uyen Tran

XMEN Clean & Fresh Anti-bacteria has taken the mundane task of showering and turned it into an epic act of love. The ad features a man who treats his showering routine as a grand stage performance, complete with a jazz orchestra. Moving in time with the music, the film intertwines between shots of the soap lathering on his skin and intimate scenes of him sharing tender moments with his loved one. As the music builds to a crescendo, it reveals the most mysterious part of the performance: the man’s lower body. 

The ad is a creative take on the simple act of showering. By turning it into a grand performance, we’ve managed to make showering seem like an exciting and romantic act.
The campaign was followed up with “Shower for Love” – a puzzle collection that links the act of showering with the act of making love. The puzzle is based on the Vietnamese phrase for puzzling, “xếp hình”, which also means making love. It is attached to the product as a gift and sent to local influencers to generate more excitement around the campaign.
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