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Rejoice Launches Divorce-Themed Online Ad In China

October 15, 2014: 12:00 AM EST
Procter & Gamble's haircare brand Rejoice launched its “believe in love again” online video commercial in China. Shot in Hong Kong by director David Tsui, the video tells the story of a divorcing couple. Advertising agency Leo Burnett Hong Kong created the hashtag #IBelieveInLoveAgain to promote the marketing campaign.
"This Moving Chinese Film About Divorce Is Actually a Haircare Ad", Creativity Online, October 15, 2014, © Crain Communications Inc
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