BOOKSTORE

When I first took over Dove, the brand was churning out 3 TVCs per year of women eating chocolate in different occasions with a CG piece of silk wrapping around them. They were essentially wallpaper commercials built for passing research tests, but with no talking point and no entertainment. I decided to take a different approach and translate the silkiness beyond the purely physical, and into the way a Dove girl might handle a situation. So we experimented with a one-scene romantic comedy that suggests a bigger story behind the spot.

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Bookstore became a turning point for Dove in China, not only destroying all their previous research score records, but making Dove the undisputed chocolate leader in the following year. The success of the spot spawned 2 more years of sequels with the same cast. And yes, if that guy looks familiar...it's Jackie Chan's son. Who knew he was such a fine comedy actor?