Lux: Catherine-Zeta Jones endorsement

Unilever’s shampoo and soap brand Lux (力士 – Lìshì) has rolled out another campaign featuring the famous actress Catherine Zeta-Jones. The ad above shows the Welsh star promoting the new Lux beauty range in China.

The new commercial is based around Lux’s Chinese slogan of 让您光彩照人每一天! (ràng nín guāngcǎizhàorén měi yītiān!) which roughly translates to ‘Allowing you to shine everyday!‘.

However, this is not the first time Catherine Zeta-Jones has featured in a Chinese commercial for Lux. Last year she featured in a short film entitled The Alchemist (shown below) and has since become the main brand ambassador for the Lux brand in China and Japan respectively.

Unilever will be hoping this new campaign will bolster Lux’s market position against Procter and Gamble’s product ranges such as Head & Shoulders, Rejoice and Pantene Pro-V which together account for around 40% of shampoo sales in China.

Credit to: JWT (Shanghai Branch)

Sanjiu (999): Muscle and Joints Pain Relief Pills

I will keep this post short and sweet. Coming up are three print ads for the Chinese pharmaceutical organisation Sanjiu (三九) which literally translates to 3-9, but in fact refers to ‘999’.

In China, the number ‘9’ or 九 (jiu) is seen as meaning ‘long’ so three number nine’s or 999 is in fact a metaphor for long life. Thus the Chinese see Sanjiu medicines as adding longevity to one’s life.

So that’s the company, and now here are the ads:

The slogan of the ads translates to ‘Reverse the pain’ as the visuals metaphorically demonstrate.

Credit to: JWT (Shanghai Branch)