Ad Analysis: My Beautiful Woman for Wacoal

This Thai ad is making its way across the globe. This one snippet is part of a series of stories about women whose virtue makes their beauty shine. These stories are shot in a very cinematic/chick flick way with plenty of sappy piano music to make the heart melt. This particular story chronicles Jane and June, a young woman and her young daughter as they make it through everyday struggles. I won't give away the ending, put its pretty touching and made this stone cold copywriter a tad misty-eyed. I had absolutely no idea what the product sold, I had to research it. Its for lingerie. Yes, I know. And you never see any kind of underwear throughout the entire ad. I don't know how I feel about ads like this; I love them and hate them at the same time. Its all about building brand identity not product awareness. This for Wacoal lingerie is in the same vain of Dove beauty products; emphasizing inner beauty and personality over physical beauty. I'm not familiar with the female beauty dynamics in Asia, but I know many Asian girls succumb  to low self esteem just as Westerner girls do, and seek surgery to remedy the problem.

Although the interlocutor is male, this emotional roller coaster of an advertisement is for women. The ending declares that "Wacoal believes all women were created to be beautiful. Beauty Inside. who is your Beautiful Woman?" The commercial then invites the viewer to interact with the social media
aspect of the campaign. As stated before, this is a series; 3 parts equalling 20 minutes. I wonder if this ran as a television spot, or just on the internet?