Vicks has launched a heartwarming online video entitled Learning to Love #TouchOfCare, which reinforces the brand’s belief in the power of care. A single act of care not only has the capacity to transform lives, but can transcend social norms, definitions and stereotypes. Vicks believes that it is care that makes a family, and not the other way around. Thus, the film also endeavors to provoke conversations about what it means to be ‘a family’ within contemporary society. This message is personified in a 4-minute online film inspired by the real-life story of an innocent child and his adoptive father, and how a loving touch of care is central to the transformation of both their lives.
Created by Publicis Singapore, the film reveals the story of a young man called Hernando and his journey of transformation when a hapless orphan enters his life, triggering a series of life-changing events that culminate in the creation of a very unusual and very caring new family. The film beautifully captures how Hernando cared for an abandoned baby as if he were his own, against all odds, and with deep compassion and love, and how their relationship and care for each other changed not just their own lives, but also the lives of those around them.
According to Maithreyi Jagannathan, Regional Associate Brand Director, P&G HealthCare Asia, “Vicks has always stood for care and the relief it provides from cold and cough by the gentle touch of our products. In this #touchofcare campaign we are elevating this brand idea and explaining how care can transform lives and the future of people who are not just connected by blood but end up being family through care itself.”
Lipi Banerjee, Country Manager, P&G VICKS Philippines & Indonesia, said, “Vicks in the Philippines has a long history…mothers rely on Vicks to help them provide loving care to their families. Vicks believes that a touch of care can work wonders and with this campaign, we explore how a touch of care can build relationships and transform lives.”
Commenting on the campaign, Ajay Thrivikraman, Publicis Singapore, Chief Creative Officer, Global Clients said, “As we interrogated the nature of care, we realised that it is a more transformative and powerful force than even love. To care about someone or something is a conscious choice, and a simple one that we can all make, to touch lives and transform them. Hernando’s story is all the inspiration we needed.”
Sheron Dayoc, the film’s director said, ” To be cared for is a wonderful feeling, but the act of caring is also powerful because it can be transformative… hands gently wiping away tears, a comforting pat at the back, are maybe simple acts but can give a sense of emotional security, trust and positivity – not only for the one receiving it but also for the one sharing the touch of care. Hernando’ story is a genuine example of how caring for someone can help change how we view life – that it will never be made of milk and honey, but we always have a choice to make it better.”
The campaign was launched on January 21, 2018 with the launch of the Vicks #TouchOfCare film, supported by a digital and PR campaign led by Publicis Singapore and MSLGROUP Manila respectively.