A Chinese boy and a girl standing in the playground of a rigorous high school Chinese. Students are surrounded by other teenagers. All have the same dull blue-gray uniform and hairstyles. Males wearing red armbands, the females have red scarves. The boys have bowl cuts, the girls all have the same short hair bob.
The male and female students can not spend time together on the playground. They are separated by yellow lines on the ground. TheThe boys are on one side, while the girl five feet away. Standing on the edge of the line, a boy and a girl look.
The boys then marched single file to their classes, the girls go in the opposite direction. The boys and girls present smiling as they pass each other in the hallway. The girl is on the back of the line shortly before his severe teacher, the boy started smiling and now she complains!
Back in the classroomall the guys sitting on the right side, while the girls sit on the left. The teacher is at the front. All students open their old wooden desks in line. She finds a note in the boy's surprise at the top of the school supplies. See also his special gift: Alberto VO5 Rework.
He turns to look toward the back of the class, where the boy is sitting, the suspect may be to have the gift. He smiles and nods, then nods with a smile on hisFace.
Raised during the desk and covering your hair, you dip your finger in the product white hair. The boy puts his desk lid up to reveal a completely new hairstyle. He also has a completely new hairstyle. Both have experienced fresh new instant makeovers.
The teacher with her hair in a tight knot is outraged! She is straight wand and immediately kicks the rebels from their classes, they shouted, pointing to the door.
As they walk to both theempty room together, he approached her, offering his hand. She smiles and takes it. There is another scandal, violations of school rules! The teacher sees the rebellious child, and now it is for them at their heels. They begin to run from it, still holding hands while running after them, barking like a dog behind them.
Next walk out together again. They go right in the middle of the playground, still breaks another rule, the husband-wifeBorder as the insurgents. The teacher is still after them, while other students are now all excited watching the scene they created.
The flight continues on the streets and laugh as they walk through the local market.
The spot ends with a picture of some VO5 styling products on the floor of a school with a short caption: "Break the Mould".
The original ad was in London, Euro RSCG UK, the third placing on the market is producedCommunications in the United Kingdom.
The display is a bit 'controversial. It was not so controversial that made the news as some other ads, but has some negative reaction in-line Chinese believe they have been misrepresented and unfairly.
The announcement effectively makes a mockery Communist China. Here, the perception in the West that the Communists are very strict, very old-fashioned, boring and oppressive. All students have the same look as thoughArmy soldiers in the same clothes and hairstyles virtually identical, even if they are children. There is separation of the sexes. There is no freedom of expression.
Immersion in the hair product is a kind of moment in Tiananmen Square. And 'the public challenge established rules and regulations. The announcement invites students and the public to release their inner rebel and something else with her hair.
The reason advertising works is because he is brave and risky, but not to gofar. It is mocking the whole Chinese people, it's fun on the Chinese communist system. In a sense, the ad makes fun of men and women of all ethnicities and backgrounds with the proposal are no different from the communists, if it lacks creativity and change her hairstyle.
Very rare to see television commercials these days, where the entire cast is an ethnic group, such as Asians. Instead you usually see are large ethnic groups represented. But it's really a testament to how the company has developedable to see a display with a single ethnic group and still see it as very good and very relevant.
"Break The Mould" is also effective because it is original, memorable and fun. It creates a good feeling, even if it is not fully understood. "I've always loved this ad," a witness said, "but I do not know what it is."
Most of the people of all ages can identify with the basic concept of teenage rebellion and I think back to the time when they first brokethe rules or found their voice. Do you remember the time when she had her hair style in this way or that wearing a dress that neither his mother would not allow teachers.
The 30-second ad combines three of the most important issues for their primary demographic adolescents: romance, rebellion and fashion. It 'pretty emotion (longing for romance), drama (bad teachers, the children run) and original content (Chinese classrooms) to get your attention and make you think.
