Shackles (2023)

I love this sect of shampoo ads

Fu Yu isn't my favorite pairing with Sheng Wei and i'm not really into their dynamic but this is such an interesting concept and I think they executed it really well especially considering it's like 6 minutes long. Their message is clear, concise, and specific and I love that they incorporate classic Chinese mythology to convey it because a) they use some lesser known mythological figures b) it's a clever way to talk about the issue and c) it also doubles as brand advertisement because they use those specific mythological aspects as part of their branding. I'm tempted to buy these shampoos just to support the ads and I think that means they're doing it right.

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