“in every touch” - palmer’s
the problem
Palmer’s has been a trusted brand in many American households since 1840, but they were suffering from a lack of brand awareness relative to their efficacy, as well as a lack of identity in the competitive skincare space.
the solution
Reintroduce Palmer’s as a love language. Show that it helps facilitate soft and tender physical touch — a particularly necessary form of love in the wake of Covid.
Creative Ideation, Scriptwriting, Storyboarding, & Copy: Rachel Dicker
Senior Creative Leads
Creative Director: Jesse Hagen Associate Creative Director: Jessica Killian Senior Copywriter: Ryan Graf Senior Art Director: Allie Lustbader
Social Creation & Design: Samara Amat, Charlotte Damson, & Tatiana Williams
30s Hero Spot
We open on two people sitting next to each other. We can’t see who they are, just that their knees are hovering slightly apart. The hands start to fidget. One reaches for the other, then stops and retreats. The other reaches out, tentatively.
We focus in on knees brushing, goosebumps, a mother holding her pregnant belly.
In the dead of night, we see a woman's fingers trace above a man's ear, below the hairline. She removes her fingers and plants a soft kiss where her fingers had been.
In a small bathroom, a young mother’s hands make their way through her daughter’s hair: teasing it, tying it up, using coconut oil on it. The touch is methodical and caring, like it's been done hundreds of times.
In a dorm room, two college students rush into each other’s arms after a long separation. A husband puts his hands over his wife’s chest — she’s had a double mastectomy.
From a hospital bed, a weak hand reaches out and is met by another. A newborn child is sleeping, caressed in her young father’s arms at night.
We’re back to the first two people, sitting next to each other. Now we see their faces. They share a hopeful smile and clasp hands, interlocking fingers.
V.O.:
Palmer’s. In Every Touch.
On Social