These Words Should Be On Everyone's Lips | Clapboard Ad Archive

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These Words Should Be On Everyone's Lips - Vaseline Lip Therapy | Clapboard Ad Archive

These Words Should Be On Everyone’s Lips by Vaseline Lip Therapy, created by WPP and released in Singapore in 2022, elevates the brand from a conventional lip care product to a champion of universal skin health through its alignment with the Vaseline Healing Project, an initiative active in over 70 countries that advocates for skin health as a fundamental human right. The campaign uses a film medium to articulate this vision with a conceptual and symbolic approach that falls squarely within Clapboard’s FORMAT#9—SYMBOLIZE THE BENEFIT, employing metaphorical imagery of lips and words to connect the product’s promise of healing and protection with a broader social mission rather than relying on direct product demonstration or personal testimonials. By positioning the idea that certain words—symbols of healthy, cared-for lips—should literally be on everyone’s lips, the campaign leverages the universal and emotional resonance of skin health as a shared human concern, inviting consumers to see their daily lip care routine as part of a global movement toward equitable access to skin wellness. This strategic framing situates Vaseline Lip Therapy not only within the beauty and health industries but also within a socially conscious narrative that speaks to an audience in Singapore who values inclusivity, wellbeing, and responsible self-care. The campaign’s message is amplified by a clear call to action directing viewers to the Healing Project website, reinforcing transparency and encouraging deeper engagement with the brand’s purpose beyond commerce. In a competitive landscape where brands like Nivea emphasize dermatologist trust, Burt’s Bees highlight sustainability, Carmex focus on medicinal relief, Blistex promote scientific innovation, and Laneige push premium K-beauty technology, Vaseline’s campaign stands apart by embedding its product within a global health equity context. This integration of brand and cause enhances Vaseline’s credibility and relevance, while the absence of direct product usage or individual narratives underscores a conceptual creative device that makes the benefit of healthy skin tangible and aspirational. Clapboard rates this campaign 57/100. This campaign matters because it demonstrates how beauty brands can transcend product features to embody a social mission, signaling a shift in the category toward purpose-driven communications that seek to unite consumers around shared values rather than solely selling product efficacy.

Credits

Client

Vaseline Lip Therapy

Agency

WPP, Ogilvy, Singapore

Executive Creative Director

Marco Versolato, Nic Courant

Creative Director

Guilherme Camargos, Sávio Fonseca, Ria Ocampo, Trina Martirez, Rachel Chew

Managing Director

David Dahan

Business Director

Maria Jossana

Account Management

Vanessa Tiu

Strategic Planner

Dilip Garga

Program Director

Ashley Macabalo

Producer

Fabiano Beraldo

Category Mind Map

48%

The campaign "These Words Should Be On Everyone's Lips" by Vaseline Lip Therapy positions the brand as more than just a product provider; it emphasizes Vaseline’s commitment to promoting healthy skin as a fundamental right. Through the Vaseline Healing Project, active in over 70 countries, the campaign aligns the brand with a broader social mission, advocating for universal access to skin health. This brand proposition extends beyond functional benefits, framing Vaseline as a catalyst for positive change in skin health worldwide. Strategically, the campaign leverages the emotional and universal desire for healthy skin, tapping into a sense of collective responsibility and inclusivity. By focusing on the notion that “these words” — representative of healthy, cared-for lips and skin — should be commonplace, the creative angle underscores accessibility and awareness rather than just product efficacy. The campaign targets a socially conscious audience in Singapore who values health and wellbeing as part of their beauty regimen, using film as a medium to emphasize storytelling and deepen engagement. The connection with a global initiative lends credibility and drives relevance, positioning the brand within a larger health and social context rather than a singular commercial space. This approach subtly encourages consumers to see their lip care routine as part of a larger movement toward equitable skin health.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This campaign most likely fits Format #9 because its title (“These Words Should Be On Everyone’s Lips”) and supporting copy (“Vaseline believes in a world where these words rest on everyone’s lips”) strongly suggest the use of metaphor and symbolism, rather than literal product demonstration or storytelling. The campaign’s narrative links skin health advocacy to “words on lips,” tying both the product (lip therapy) and the cause (access to healthy skin) through the symbolic imagery of lips and words. Rather than showing a problem/solution or testimonial, the communication elevates its message into a broader, aspirational, and symbolic realm, using language and lip imagery to make the benefit (universal skin health and caring for lips) tangible in viewers’ minds. This is reinforced by the absence of a specific personal story or product usage demo and the focus on “everyone,” signaling a conceptual, benefit-symbolizing creative device over others.

1. Nivea Lip Care – Positioned as a trusted, dermatologist-recommended brand offering gentle, effective lip care products with a focus on long-lasting moisture and protection. Nivea emphasizes affordability and accessibility, appealing to a broad demographic seeking everyday lip health and hydration. 2. Burt’s Bees – Known for its natural, eco-friendly formulations, Burt’s Bees targets health-conscious consumers valuing sustainability and organic ingredients. The brand positions itself as a premium, nature-inspired alternative in lip therapy with strong commitments to environmental responsibility. 3. Carmex – Carmex leverages its medicated lip balm heritage, emphasizing fast relief for cracked, chapped lips with clinically proven ingredients. The brand appeals to consumers seeking therapeutic, functional lip care solutions that provide intense protection and repair. 4. Blistex – Blistex is positioned as a science-driven lip care brand offering innovative products designed to treat and prevent lip issues, such as dryness, cold sores, and sun damage. The brand highlights clinical efficacy and a broad product range catering to various lip care needs. 5. Laneige Lip Sleeping Mask – Differentiates itself by focusing on advanced K-beauty technology for overnight lip repair and deep hydration. Laneige targets younger, trend-savvy consumers who prioritize skincare innovation and seek premium, luxurious lip care experiences.

Q: What is These Words Should Be On Everyone's Lips about? A: These Words Should Be On Everyone's Lips is a professional campaign created by WPP for Vaseline Lip Therapy and published in Singapore in 2022. Led creatively by Savio Fonseca of Ogilvy, the campaign uses film to promote Vaseline’s commitment to skin health as a universal right. It highlights the Vaseline Healing Project, active in over 70 countries, which advocates for accessible skin health worldwide. The campaign’s central idea is to position Vaseline not just as a lip care product but as a brand driving social change through the message that healthy skin should be a fundamental right for everyone. Q: What creative device does These Words Should Be On Everyone's Lips use? A: These Words Should Be On Everyone's Lips employs the creative device classified by Clapboard as Format 9, Symbolize the Benefit. This approach uses metaphor and symbolism rather than literal product demonstration or storytelling. The campaign connects the concept of healthy skin and lips to the symbolic imagery of words resting on lips, making the benefit of universal skin health tangible in viewers’ minds. By focusing on a broad, aspirational message without personal stories or direct product use, the campaign elevates its communication into a conceptual realm that emphasizes accessibility and awareness. Q: What is the campaign proposition for These Words Should Be On Everyone's Lips? A: The campaign proposition for These Words Should Be On Everyone's Lips positions Vaseline Lip Therapy as a brand committed to promoting healthy skin as a fundamental right. It targets socially conscious consumers in Singapore who value health and wellbeing as part of their beauty routine. By aligning with the global Vaseline Healing Project, the campaign advocates for universal access to skin health, framing Vaseline as a catalyst for positive change beyond product benefits. This strategic positioning emphasizes inclusivity, collective responsibility, and the idea that caring for lips is part of a larger movement toward equitable skin health. Q: How does These Words Should Be On Everyone's Lips rank in Clapboard's archive? A: These Words Should Be On Everyone's Lips holds a Clapboard Campaign Score of 57/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates how the campaign’s conceptual approach, storytelling through film, and alignment with a global social mission contribute to its standing within the archive. Q: Who are the competitors in Vaseline Lip Therapy's category? A: Vaseline Lip Therapy competes with several key brands in the lip care market. Nivea Lip Care is positioned as a trusted, dermatologist-recommended brand offering gentle and affordable lip hydration. Burt’s Bees appeals to health-conscious consumers with its natural, eco-friendly formulations and sustainability focus. Carmex emphasizes fast relief for chapped lips with clinically proven medicated ingredients. Blistex highlights clinical efficacy and innovation in treating various lip issues. Laneige Lip Sleeping Mask targets younger, trend-savvy consumers with advanced K-beauty technology for overnight lip repair and deep hydration.