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Company: Unilever
    View Company Scorecard / Contact Company
Brand: Sunsilk
Ad Title: Hair Talk
Business Category: Personal Products
Media Outlets: Online Video
Country: Thailand
Region: Asia
Agency: JWT
Year: 2018
Target: Gays & Mainstream
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Theme(s)

Multiple Gender Expressions

Real GLBT Person

Trans Beauty

Theme Breakdown

AdRespect Score: 
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A father learns to accept his transgender daughter in this true story that champions Rock Kwanlada, the first runner-up of 2017 Miss Tiffany Universe in Thailand.

The opening text informs: "Transgenders have come a long way in Thai society, but stereotypes are still dominant and family acceptance is still a major barrier."

The video begins as Rock's hair is shaved off at the barber, an ongoing theme throughout the story as she returns to her friends who all have long hair, guided by a stern, disapproving father trying to steer the young child toward gender norms. "Are you a man or what?" he asks the child.

Another theme throughout the video is charting the lengths of her hair, from 5 centimeters to 47 centimeters at the end, as a measure of her ability to express herself.

When Rock wins the Miss Tiffany Universe prize, she shows her father, who finally learns to accept her and they share a tearful hug.

The tagline: "Own your hair. Be that girl."

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