World’s best ads ever #93: SK-II delivers a poignant message with ‘The Marriage Market’
We asked our readers to vote for their favorite commercials of all time. Top creatives from the World Creative Rankings and The Drum’s Judges’ Club then ranked the ads. Now, we bring you the definitive 100 best TV and video ads of all time.
Japanese skincare brand SK-II took the outdated thought that women in China who are single past their mid-20s are ‘leftover women’ and flipped it on its head.
In the four-minute film, viewers see various parents and daughters try to communicate with each other about their different approaches to love and life. It’s a moving spot and resonated with a lot of young women in the country and beyond.
Making its debut in April 2016, the spot was directed by Floyd Russ, who is most known for the movie Zion. It was produced by Swedish ad agency Forsman & Bodenfors and was a chapter of SK-II’s global #changedestiny campaign, which encouraged all women to ‘change their DNA’ and take control of their future.
Reception to the campaign was positive and the YouTube post has almost 3m views to date. It’s won various awards, including a wood pencil in the Creative B2C Campaign category at the D&AD awards.
Brand salience, price and market share all strengthened following the release of the ad, according to the IPA. The average new users per month grew by almost 100% and sales nearly doubled in a year, meaning that P&G-owned SK-II became Asia’s number one brand in its category.