Vaseline has unveiled ‘Love Hurts’, a new campaign film that immortalises the stubborn, unspoken, everyday act of love: a parent, grandparent, or loved one applying Vaseline Petroleum Jelly to a child’s face, whether they like it or not.
Directed by former Olympian and BAFTA-winning filmmaker, Savanah Leaf of Park Pictures, the film launched first in Kenya on 8 April and will roll out across social platforms, inviting audiences to share their own stories of care using #AllYouNeedIsVaseline.
This widely shared but rarely depicted moment is captured with honesty and recognition – despite the resistance (and the drama), children are readied to face the world. Set against a deliberately ironic soundtrack, the film traces the emotional shift from resistance as a child to understanding as an adult, revealing that what once felt uncomfortable was, in fact, an act of love.
Rooted in real, shared experiences across households, ‘Love Hurts’ captures how care is passed hand to hand. Tapping into a collective cultural memory where Vaseline means more than moisture, it’s love. The kind that stays with you on your skin, in your memory, forever.
Spearheaded by Ogilvy Singapore, the film, produced by Park Pictures London and Whitecoat Productions, reached more than 1 million people on launch day alone, delivering high-frequency visibility within a single market and generating strong momentum for awareness and conversation. It has since become the most viewed film on Vaseline East Africa’s channels, amassing over 11 million views.
Nathalia Amadeu, Global Brand Director, Vaseline at Unilever, said, “”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. 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.”
Nicolas Courant, Chief Creative Officer at Ogilvy Singapore, said, “The most touching stories are often the ones people actually live through but never think to talk about. ‘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.”
Link to campaign assets here.
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