Vaseline has unveiled ‘Love Hurts’, a campaign film depicting the everyday act of a parent, grandparent, or loved one applying Vaseline Petroleum Jelly to a child’s face.
Whether they like it or not
Directed by Savanah Leaf of Park Pictures, the film launched first in Kenya on 8 April and will roll out across social platforms, inviting audiences to share their own stories of care using #AllYouNeedIsVaseline.
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The film captures a moment of care despite resistance, showing children being readied to face the world. Set against a soundtrack, it traces a shift from resistance as a child to understanding as an adult, presenting the act as one of love.
“Rooted in real, shared experiences across households, ‘Love Hurts’ captures how care is passed hand to hand,” said Ogilvy Singapore in a release.
“Tapping into a collective cultural memory where Vaseline means more than moisture, it’s love. The kind that stays with you on your skin, in your memory, forever.”
Spearheaded by Ogilvy Singapore, working with VML South Africa, and produced by Park Pictures London and Whitecoat Productions, the film reached more than 1 million people on launch day in a single market. It has since become the most viewed film on Vaseline East Africa’s channels, with over 11 million views, said the campaign.
“For anyone who grew up with a grandmother, mother, or dad rubbing Vaseline onto their skin, it was never just about moisture; it was an act of care, protection, and love,” said Nathalia Amadeu, Global Brand Director, Vaseline at Unilever.
“By tapping into these shared cultural memories, this campaign honours that legacy, continuing to build Vaseline as a brand rooted in culture and deeply human at its core.”
“The most touching stories are often the ones people actually live through but never think to talk about,” said Nicolas Courant, Chief Creative Officer at Ogilvy Singapore.
“‘Love Hurts’ is a ritual shared by millions across the world, yet it has rarely been told. By focusing on this one specific real-life experience, we turn an everyday moment into a story that people everywhere can resonate with.”
Credits
Creative Agency: Ogilvy Singapore & VML South Africa
Brand: Unilever
Chief Marketing Officer: Leandro Barreto
Global Brand Vice President, Vaseline: Fernando Kahane
Global Brand Director, Vaseline: Nathalia Amadeu
Vaseline Experiential Specialist: Navini Ramsamie
Head of Demand Creation BWPC: Tamryn Taylor
Production
Film Director: Savanah Leaf
Head of Production, Park Pictures: Fred Deedes
Production House
Production House: Park Pictures London
Production House: Whitecoat Productions
