"X-Men is a Vietnamese brand?!" – The sheer number of times I've heard that! But yes, it is! And honestly, it’s not hard to see why people are surprised. For the past decade, X-Men cemented its image with over-the-top, action-movie-style TVCs starring chisel-jawed, decidedly non-Vietnamese protagonists. They impressed, no doubt, but in an era where masculinity is getting a much-needed refresh and local consumers are increasingly opting out of Western aesthetics, the brand was due for a shake-up.
That's where we came in, brimming with excitement. (Confession: As a girl, those old X-Men TVCs definitely had me swooning. So, yeah, I really wanted this pitch.) And win it we did, big time! Our idea? Keep X-Men synonymous with action men, but inject some serious meaning into that action. Because what's sexier than a man who smells good, dresses sharp, talks smooth, and — most importantly — walks that talk for the people he loves?
Agency: Bates CHI Vietnam
Creative team: Hanh-Minh Nguyen (ACD), Gary Tranter (CCO), Hoang-Sa Nguyen (ECD), Cong-Thien Pham, Hong-Van Tang, Thuc-Anh Tran, Hanh-Dung Phan