Saturday, July 20, 2019
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Top Spot of the Week: John Legend Music Video Pays Homage To SK-II’s Pitera Essence For Marcel Worldwide


Robert Goldrich
Friday, Jun. 28, 2019


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James Corden, Naomi Watanabe and Tang Wei go to school--well, more accurately master classes--to learn about the legend of skincare brand SK-II and the secret of its Pitera Essence facial treatment.

However, this class ends up being one in music--as John Legend appears, singing about the virtues of Pitera magical water in a tongue-in-cheek music video. Conceived by Marcel Worldwide (Publicis Group) and directed by Gabe Turner of production house Fulwell 73, this music clip is full of fun and charm.

This video is just one element of the Pitera master class campaign which is being launched in 10 countries across Asia and USA on SK-II’s YouTube channels, where a total of nine new class episodes will be released on a weekly basis.


Client Procter & Gamble/SK-II Agency Marcel Worldwide Anne de Maupeou, chief creative officer; Remy Aboukrat, executive creative director; Aleksandar Marjanovic, sr. art director; Debra Wong, producer. Production Fulwell 73 Gabe Turner, director; Carly Shackleton, producer.

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