VML and Palmolive deliver aaahhhhh refreshing, nature-themed campaign
Personal care brand Palmolive is tapping into the rejuvenating power of nature in its latest campaign, via VML.
The ‘Wash in the World’ platform acknowledges that people in today’s always-on-the-go world are finding themselves out of touch with nature’s benefits. Consequently, through the campaign, the brand’s goal is to offer people “brief but powerful moments” to recharge and establish stronger connections with the natural world and themselves.
In its 30-second spot, ‘Paaahhhhhmolive’ likens the sensory experience of being in nature with using Palmolive Naturals. The film takes viewers through a refreshingly fast-paced nature experience, with a woman making her way through forests and a cave, before she gets up from a river, and stops at a waterfall that shifts into a shower and a shot of Palmolive Naturals’ milk and honey product.
“The campaign is a fun interpretation of what brief moments of revitalisation can feel like on the inside, like a moment in nature… or that shower you have at the end of a long day… you know the one,” said VML APAC’s chief creative officer, Paul Nagy.
Colgate-Palmolive South Pacific’s senior marketing director, Anthony Crewes, added: “With this campaign, we wanted to deliver a message that really resonates with the daily grind. ‘Paahhlmolive’ playfully captures Palmolive’s dedication to make washing feel less passive and more energising.”
Set to launch in New Zealand’s and Australia’s markets, the platform will capitalise off a combination of social film and digital channels. Specifically, the work will leverage digital sports in Australia, and digital and TV offerings in New Zealand.
At the same time, it will make full use of out-of-home placements located in shopping centres and in close proximity to supermarkets, allowing the platform to be visible within vital purchase zones.
Credits:
Palmolive Equity
Client: Colgate-Palmolive
Creative: VML
Media: Wavemaker ANZ
Production: Austin Studio
Director: Toby Morris
Postproduction & VFX: Josh Regoli
Colourist: Matt Campbell
Audio & Music Composition: Sonar
Casting: i4 Casting-END
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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