Vaseline taps shared childhood memory with ‘Love Hurts’ campaign

Singapore – Vaseline is betting on memory, not just moisture, with the launch of ‘Love Hurts’, a campaign that turns a familiar childhood ritual into a broader play for cultural relevance.

The film titled, Some Traditions Aren’t Passed Down, They’re Rubbed In, directed by BAFTA-winning filmmaker Savanah Leaf, centres on a scene repeated across households for generations: a parent or grandparent applying petroleum jelly to a reluctant child.

First released in Kenya on April 8, the campaign has quickly gathered traction, crossing more than 1 million views on launch day and surpassing 11 million views across Vaseline East Africa’s platforms. 

The rollout will extend to social channels globally, encouraging audiences to share their own stories under the #AllYouNeedIsVaseline tag.

Created by Ogilvy Singapore alongside VML South Africa, the campaign leans into what marketers often overlook: the small, repeated acts that shape emotional connection over time.

“For anyone who grew up with a grandmother, mother, or dad rubbing Vaseline onto their skin, it was never just about moisture; it was an act of care, protection, and love,” said Nathalia Amadeu, Global Brand Director for Vaseline at Unilever. “By tapping into these shared cultural memories, this campaign honours that legacy, continuing to build Vaseline as a brand rooted in culture and deeply human at its core.”

The film itself traces a shift in perspective—from resistance in childhood to understanding in adulthood—set against an ironic soundtrack that undercuts the tension of the moment. What begins as discomfort lands as recognition.

“The most touching stories are often the ones people actually live through but never think to talk about,” said Nicolas Courant, Chief Creative Officer at Ogilvy Singapore. “‘Love Hurts’ is a ritual shared by millions across the world, yet it has rarely been told. By focusing on this one specific real-life experience, we turn an everyday moment into a story that people everywhere can resonate with.”

Produced by Park Pictures London and Whitecoat Productions, the campaign underscores a broader shift in brand storytelling.