LOVE HURTS

You’ve probably experienced this. You just haven’t seen it like this before. A campaign breakdown of how Vaseline turns a small, uncomfortable moment into something much bigger. Created by Ogilvy Singapore, “Love Hurts” is built on a simple but powerful insight: we often don’t recognise acts of care until much later. The film captures a familiar ritual—someone applying Vaseline to a child’s face, whether they like it or not. It’s resistant, awkward, and slightly uncomfortable. But over time, the meaning shifts. What once felt intrusive is reframed as care. Instead of inventing a new story, the campaign leans into something millions of people already recognise—turning shared memory into emotional connection. It’s not about product benefit. It’s about what the product has always represented. In this breakdown, we look at how brands can use lived experience—not just messaging—to build meaning. — Campaign: Love Hurts (2026) Brand: Vaseline Agency: Ogilvy Singapore Director: Savanah Leaf — Full credits below ↓ — #Advertising #creativity #marketing #ad