The best way to the netizens’ hearts is through their stomachs — giving them hearty laughs throughout the watch. 

The webinar we attended last February 2024 summarized TikTok as a platform primarily used for entertainment. We don't just check TikTok; we watch it. This is the springboard of many brands in the industry today — leverage on TikTok to get the maximum number of exposure. However, since people watch TikTok instead of just checking it, you need to be unique, attention-grabbing, and/or funny. This is how the team conceived the idea of putting Gatsby’s Oil Clear out there, the best way to the netizens’ hearts is through their stomachs — giving them hearty laughs throughout the watch. 

Gatsby, a product line under the Japanese company Mandom Corporation, has earned its reputation in the cosmetics and personal care industry, particularly for its hair styling items like wax, pomade, and hair spray. Undoubtedly , it is among the go-to brands for men when it comes to hair styling. While the brand is already well-known, some of its products are yet to be introduced to the market.

Unbeknownst to current Gatsby users, aside from wax and pomade, it also offers other hygiene essentials, including an oil clear sheet designed to remove excess oil from the skin. Since the videos will be crucial in introducing it to the market, the challenge lies in capturing the netizens’ attention in a single snap.

Filipinos are fond of skits, and funny situations reign supreme. This is why Filipino content creators often incorporate daily scenarios, as many viewers can easily relate to them. So, if we aim for content to be relatable and attention-grabbing, there's no harm in trying different approaches, as long as they align with the brand. There's no better way to attract an audience and encourage them to return to a video than through a good laugh. This principle guided the overall conceptualization of Oil Clear taking a humorous approach, skit-type content to address an urgent hygiene situation, with Oil Clear saving the day. 

The combination of oil and hair might not seem unusual unless the oil came from somebody else’s face. That’s how the first episode was made.  It's undeniably funny, but more importantly, it's authentically real. Hence, the key factor to making Oil Clear videos lies in mirroring real-life situations, making the brand not only entertaining but also relatable, presenting problems with accessible solutions.

With a voiceover featuring the actors and a catchy song in the end credits, the outcome of the initial video resembled the production style of sitcoms on Philippine television; it was tailored specifically for TikTok and the brand’s target audience. This demonstrated that these types of content works and TikTok is indeed an entertainment platform. Since this approach worked well,as much as we enjoyed making it, we decided to make more of these.

The first few episodes presented standalone scenarios, featuring funny situations between two main male characters where Oil Clear would 'save the day.' As the story progressed and the cast expanded, the team began to recognize its potential as a series, prompting us to start tying things together. With each episode, additional characters were introduced. If there were only two main male characters at the start of the series, a new female character enters the scene, dramatically altering the plot. Here, we delved into the most-beloved genre of Filipinos — drama and the love triangle.

If you think the series ends there, you are mistaken. The first three episodes were based on simple situations between two friends, akin to a buddy comedy. Primo Escurel, the copywriter who spearheaded concept creation, wanted something that wasn't too difficult to shoot, but not something barebones — so he had a simple two-character setup with humorous exchanges.

What was initially conceived as a standalone video evolved into a series with many hidden plots to discover. Episode by episode, characters were added, allowing the team to add dramatic tension, develop new relationship dynamics, and explore interactions that weren't initially planned. Eventually, the Oil Clear series went through several phases, featuring a love triangle, a break-up phase, and even a wedding.

Perhaps the most noteworthy aspect of the Oil Clear videos, beyond capturing the audience’s attention, is the messages they impart. Snippets of meaningful messages are woven within the scenes, and upon reflection, they reveal cultural significance.

Included among these scenes are depictions of Simbang Gabi and Filipino weddings. While these scenarios are commonly portrayed in beloved soap operas, which Filipinos really love, it is a telling factor that these types of stories are also possible in TikTok. Recognizing TikTok as one of the largest platforms today, incorporating relevant messages not only enhances its accessibility but also underlines the platform's potential to deliver diverse and culturally significant content to viewers.

The team seized this specific opportunity to leverage the platform and open a discourse for the LGBTQIA+ community through the conclusion of the series. While it is important to honor customs and traditions, it is equally important to acknowledge the ever-changing nature of the world and adapt to the evolving perspectives, such as love. At the end of the day, the message is clear: love is love.

As the adage goes, “started at the bottom, now we’re here”, applying it to Oil Clear, we began with an idea and have now crafted an entire series. In the words of Primo, the creative mind behind the series, the entire project is “an impressive shot for a rather ambitious concept.” We not only deliver what the netizens desire but also have the freedom to play around with it — truly a win-win! 

Can’t get enough of Gatsby Philippines’ Oil Clear Series?
Watch it here!

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