Creative agency The Friday has launched a fun new campaign film for Vietnam fashion brand HAPAS ahead of Vietnam Women’s Day on Oct. 20. The film opens in a HAPAS store, where a young woman notices a man in women’s clothing carefully trying on a handbag.
As the camera pulls back, the entire store is filled with men of all ages and appearances, dressed as women and taking their handbag shopping seriously. They pose in mirrors, compare styles, and debate which bags look best.
As staff and security try to figure out what is going on, we come to find that the men are not shopping for themselves. One is a father trying to think like his daughter, another is a son searching for something his mother would love, and another is a boyfriend shopping for his girlfriend.
According to the release, the idea takes the advice to “put yourself in someone else’s shoes” literally, turning the lengths people go to find the right gift into the joke.
“Vietnam Women’s Day is a big deal in our country, and every year brands tell people to buy something for the women in their lives,” said Khoa Pham, Creative Director, The Friday.
“We wanted to focus on something more human: the effort that goes into getting the gift right. The men dressing up isn’t really the point. It’s how ridiculously far they’re willing to go for someone they love. That’s where the comedy comes from.”
The campaign runs across film, social, and HAPAS stores nationwide.
