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Leo Burnett tries divorce counselling for P&G’s Rejoice

This branded content business is getting a bit out of hand.

Leo Burnett in China is running a campaign, #ibelieveinloveagain, for P&G’s Rejoice shampoo (not that you’d know it from the film although the woman does have nice hair).

Highlighting the ‘fact’ that three million Chinese people get divorced each year but 100,000 of them get back together again (as per the hashtag above).

Got it? Here we go.

Hmm. It seems to have picked up over 40m views online and is, indeed, a very nice film from director David Tsui – with a decent twist at the end.

But shampoo and divorce?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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