P&G "#staybeautiful" (2014) :50 (Malaysia)

Grey Malaysia created an interactive online video for P&G's beauty range targeting moms. The interactive video allows you to skip through when a child is crying-- when you do you see an ad like the one above. The insight is simple: can skip over the ad, but young moms can't. They have no time for themselves. P&G knows this. It's important to note that Grey wants to stress "No children were harmed while making this commercial. We particularly looked for kids who were at a clingy stage and cried the moment they were separated from the moms. During the shoot, we simply asked the moms the leave the room to turn on the waterworks."

I'm including the link here so you interact with the video but I have to say as a parent I found this unbearable to watch. I can only assume moms will feel the same about it. Which is a shame. It's a smart insight. I just think it may come across as being polarizing.

Client: Procter and Gamble
Agency: Grey Malaysia
Irene Wong: Chief Executive Officer.
Graham Drew: Executive Creative Director.
Ramanjit Singh Gulati: Creative Director.
Ramanjit Singh Gulati: Copywriter
Naved Siddiqui: Senior Art Director.
Ee Xion Fei: Art Director.
Lubna Khan: Head of Planning.
Christine Chan: Brand Director.
Tan Sue May: Senior Brand Executive.
Sulaiman Abu Bakar: AV Director.
Suzy Chiang: Producer.
Cheryl Neo: Digital General Manager.
Eu Gene Teo: Digital Head of Operations.
Terces Pok: Digital Designer.

PlayHouse Pictures
Henry Ooi: Film Director.
Eric Oh: Director of Photography.
Jacie Tan: Executive Producer.
Mel Leu: Producer.
Christina Smirnova: Wardrobe Stylist.
Wai: Art Director.