JWT busts transgender prejudices with Sunsilk.

2 years ago

J. Walter Thompson’s YouTube channel got 2.5 million organic views within the first 48 hours for a recent Sunsilk ad inspired by the true story of 20 year-old Rock Kwanlada, the first runner-up at Miss Tiffany Universe 2017, Thailand’s transgender beauty pageant.


The famous model and beauty queen also played a starring role in the spot.
Thousands of girls in Thailand and across the world face the same dilemma like Rock Kwanlada – being born in a man’s body.
Titled Hair Talk, the short film captures her journey of becoming a woman narrated from the point of view of her hair. From the time when she was a he.
Kwanlada recounts her story about how growing up her father wanted her to act like a boy despite knowing that she was inclined towards being a girl and loved to play with dolls.
Within 2 months, it sparked a nationwide conversation around gender and stereotypes, gathering over 37 million views in Thailand alone.
Sunsilk succeeded in highlighting the taboos and stigma around transgendered people in Thailand, urging the public to be more accepting.

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