Uniqlo's video focuses on a female architect (a well-off one that lives in a upper-class neighbourhood) that's rushing for a presentation in the morning and slept late for it (are they aiming at procrastinators?).
Unable to wait for public transportation (apparently she can run faster than any vehicles), she decides to parkour all the way to her workplace. When she arrives her colleague or boss is drenched in sweat. She isn't sweating (or doesn't look like she is) because she's wearing Uniqlo's AIRism line of products.
Let's talk about several issues:
While this particular product may be appealing to their target audience - young working woman of upper-middle class that lives in sub-urban homes. Burning the midnight oil and being late for an important meeting is somewhat implying their customers have bad habits.
Perhaps it's true to a certain extend as Japanese culture views hard-working staff positively, perhaps our Malaysian culture of last-minute work also rings true. But essentially, they should be showing a confident young woman with this product taking on the world.
While it does sound cliche, overused in many female product ads, the execution will play a major role here to be similar to other ads displaying "confident" women products such as deodorant, sanitary pads, etc, but at the same time focusing on AIRism being an effective piece of clothing, doing an important job of keeping dry. Plus it's fashionable because after all, it's a factor that affects sales. It's a fine line to walk but it's certainly achievable.
The parkour bit is absolutely unreasonable, it's as if she can outrun traffic from the suburb to the city. It's also unnecessary to tell the story about sweating because there are many more ways people can sweat. Given the climate here in Malaysia, you'll sweat even when you're idle.
For the sake of displaying "sweating" activities, there are many activities to choose from such as, depending on the art direction, hobbies like jogging,
In this case, it would actually be better to show more than just one person as a focal point. After all, there are many people of different backgrounds in Malaysia. It's worth the investment to make it as relevant as possible, to as many people as possible, within the target audience, to maximize rearch and effectiveness.
Finally, it would be better if they don't compare it with a male colleague. We don't know if there's an equivalent AIRism product for males as it's not shown in the video. Even if there is, why benchmark women's AIRism products against men's? The focus should be on "women who have AIRism compared to those that don't" and not "women make better choices because they purchase and use AIRism products". They should've swap the man for a woman at the end of the clip.
What I would have done: The general idea is still sound, it's still about having "no sweat" literally and figuratively. Show women from various backgrounds doing their daily chores as usual, upper middle class working adult women performing various activities under "hot" conditions. Such as a female civil engineer surveying a property on-site, doing her job without breaking a sweat.
With the addition of AIRism, there will be no more pit stains, no more feeling like a soaked sponge, feeling fresh all day long. Taking them from one state to another, from the old to the "new normal", the change that they can expect if they buy this product.
Campaign: Digital Campaign
Brand: Uniqlo Malaysia
Watch video here: