Pond's Cold Cream La convocatoria ha terminado

This is our selected winner for the competition. The power of the words along with the simplicity is very powerful. ‘Delicate Power’ is a very clever articulation of the Pond’s woman as well as the power of the Pond’s Cold Cream. We love that the product is at the center of the execution and is the focal point.
The composition of this advert is unapologetically putting the product at the center which makes it the hero. We like the idea of the wave as a metaphor as it strongly brings to life the message of soft & strong. The soft strength of the Pond’s Cold Cream – like a wave can we soft as water is calm yet a wave is very powerful (strength).

We absolutely loved this submission – bringing the heritage route to life with the iconic woman’s faces through time. It clearly shows how it has transformed woman’s skin through the ages and in time, as well as brings out the ‘modern feel’ of the product making it feel like a trusted classic yet very modern. We liked the use of the iconic looks as well as the emphasis of ‘through time’. The women selected for this submission were also clearly chosen for their strong grace, their eyes, composure and confidence clearly shows that the ‘Pond’s women’ through time are strong and confident. They are not submissive and weak.
We feel this heritage route will work very well with the brand as this is an own-able space for Pond’s to play in as the Pond’s Cold Cream is very iconic and is a classic which has lived throughout the years and is still loved by millions of woman.

We were captivated by this execution as it is very unique for the beauty industry. We fell in love with the contrast shown when the women looks at her reflection in the mirror. Her beautiful, soft, clear skin in her reflection clearly shows the benefits of the Pond’s Cold Cream product and how it works on your skin to give you radiant, smooth, soft and beautiful skin. The way the model is posing and touching her face also brings this to life, as if she is confident because her skin looks beautiful, and the way she is touching her skin also communicates this to the audience as it brings to life the benefit of skin softness (soft enough to touch). The lion which looks back at the reflection is very unique and captivating. Bringing to life the strength of the woman, like an ultra-ego.
Women in this modern time are not submissive or weak, woman are strong, independent, proud. This really brings the message to life.
The setting is also very fitting, the woman in her bedroom, privacy in her bedroom, removing her make-up. A private moment, a moment of self-reflection either at the end of the day or at the start of her day.

We were very impressed by this submission as the creative idea and execution really brings out the contrast between the soft & strong traits of a woman. There are multiple layered messages within the execution, the soft strength of a women being articulated by a ninja as well as the strength of the Pond’s Cold Cream cleanser at removing make-up. It clearly shows the efficacy of the product, as well as demonstrates the effectiveness of the Pond’s Cold Cream as a make-up remover. The use of the Geisha make-up creates a torcher test for make-up removal. The ‘reveal’ of the model’s skin without make-up is also powerful as it clearly shows the efficacy of the product and how your skin is left underneath (clean, soft and fresh). The placement of the product also adds to the composition of the execution and the understanding of how the format is used is also clearly brought to life by the swiping action and the use of the cotton pad. Thank you and well done!

We loved the use of words 'The Make-up may be gone in seconds, but the memory will last'. And the execution showed the power of the product, Pond's Cold Cream as the torcher test of make-up removal by removing even the toughest make-up (removing the paint from the colour festival)which enables you to live life to your fullest and create memories. The line also clearly described the efficacy of the product ("gone in seconds")very clever and this will relate to a younger target audience.