HONG KONG – Leo Burnett struck a chord with an online film about divorce while inviting viewers to keep love alive in a clip for Rejoice, a brand that has long advocated smoothness and love.

Directed by David Tsui, the unlikely spot for the Procter & Gamble brand walks viewers through the milestones of a couple about to get a divorce.
The film comes amid an alarming rise in divorce in China, which is experiencing unprecedented economic and social growth.

“We believe that no matter how complicated relationships can be, there’s always a way to smooth things up. As a brand devoted to smoothness and love, this is a position worth taking, having a strong point of view on this cultural phenomena,” said Terence Lam, P&G Greater China haircare marketing general manager.

The online spot has been accompanied by an ambitious script for the social media campaign, which uses the hashtag ‘I believe in love again’ as well as trivia, infographics, and key opinion leaders to keep the conversation going and push viewership for the film.

In just four weeks, the film has chalked up more than 40 million views.

This film marks the end of the ‘Smooth Heart Touching Moments’ digital campaign that has been running for the last one and a half months, in which Rejoice invited people to share and geo-tag special moments in their relationship, re-igniting feelings and celebrating love. The campaign has had 8.5 million of participants, with over 2 million moments of love shared and 17 million online interactions achieved.

“This is a big step forward for us in our pursuit to become a truly iconic brand, loved by people,” said Lisa Ip, regional brand director for Rejoice Greater China at Burnett Hong Kong.