Beautiful Lips Speak Up in Vaseline Spot Directed by Christina Xing

“Vivid," a new spot for The Vaseline® Healing Project via Ogilvy, touches on the symbolism of Vaseline® lip therapy and how important our lips are as tools to lift ourselves and each other up. Durable Goods Director Christina Xing visually articulated the campaign message with a series of up-close shots of 15 people sharing the joy of feeling respected, welcomed, treated equally, and comfortable with their identity – “words that should be on everyone's lips,” as the tagline concludes. 

As an Asian-American, Xing says, “Vaseline was a household staple in my family and community growing up. We used it for everything – face moisturizer, lip balm, wounds, you name it – so, in a way, directing this spot brings my personal and creative experiences full circle in how it champions progress within individuals and our society as a whole.”

Campaign Brief Asia has more on the campaign.