Procter & Gamble partnered with Leo Burnett Hong Kong to create a new commercial for their Rejoice shampoo line. This four-and-a-half minute ad plays out more like a short film showcasing the lives of a couple that are about to divorce.
A wife and her husband are about to sign their divorce papers. They have talked about this for quite a while, and it seems like this is the best course of action. As they’re about to sign, the wife asks the husband if he would hug her once a day for a month.
As the month passes, they revisit landmarks that were very meaningful to their relationship. They visit the place where he proposed, where they shared their first kiss, where they met, and other pivotal moments of their relationship. The official hashtag for the campaign is #IBelieveInLoveAgain.