If you’re an Asian lady, over 30 and single, you’ve passed your expiry date…
Well that’s what Asian societies might have believed in the past. P&G skincare brand SK-11 has dramatised the pressures pan-Asian women face to marry young in a moving new ad. It shows Asian women stamped with an expiration date on their wrists as a literal reminder of the expectation to find a husband before 30.
The video leads with the concept #changedestiny and hopes to spark conversation around age-related pressures across Asia and the wider world.
All the single ladies, put your hands up.