Lifebuoy urges Indonesian youth to get 'possessed by coolness'

Lifebuoy's latest campaign, 'Ketempelan Dinginnya' or 'Get Possessed by Coolness', cleverly combines humour and horror-comedy to engage Indonesia's Gen Z audience amid the country's severe heatwaves. 

The campaign creatively reinterprets the Indonesian concept of 'ketempelan', typically associated with ghosts or spirits clinging to people, to describe the discomforting sensation of heat and sweat that sticks to the skin, causing body odour. Lifebuoy's Cool Fresh body wash is positioned as the solution.

The campaign film humorously depicts a man seemingly possessed by the heat, observed by a group of ghosts. However, instead of being the culprits, the ghosts are portrayed as annoyed bystanders whose 'work' is disrupted by the man's condition. The scene takes a comedic turn when a well-dressed man uses a hose filled with Lifebuoy Cool Fresh body wash to 'rescue' the possessed individual, instantly alleviating his discomfort.

 

According to Lifebuoy global brand lead Parnil Sarin, "The horror genre is a favourite among Indonesians, especially the younger generation, and with the recent heat, it sometimes feels like a nightmare. We aim to encourage consumers to switch to Lifebuoy Cool Fresh or Lifebuoy Lemon Fresh by tapping into Gen Z's love for humour and the supernatural, while emphasising the importance of hygiene."

 

Vinay Vinayak, global business director at partner agency MullenLowe Singapore, adds, "Our research revealed that horror-comedy is a popular genre among our target audience. This insight inspired us to redefine hygiene communication with a bold, humorous twist, resulting in a fresh narrative for Lifebuoy that stands out in the hygiene category."

 

Campaign's take: The campaign makes good use of humour and trending themes to resonate with its Gen Z audience, presenting a refreshing departure from the typical tone of hygiene product ads. By creatively addressing Indonesia's heatwaves and positioning Lifebuoy Cool Fresh as a solution, the campaign not only entertains but also educates, resulting in a strong example of how brands can engage younger consumers while maintaining relevance and cultural sensitivity.