World's talking about: Marriage market takeover

Forsman & Bodenfors, the agency behind Volvo's "the epic split", is making headlines again - with an ad for the beauty brand SK-II about China's "leftover women".

The film features interviews with sheng nu – a derogatory term for unmarried women over 25 – and their families. It then confronts the stigma at a Chinese "marriage market" by replacing personal ads with posters of single women who make declarations about their independence and happiness. This is Forsman & Bodenfors’ first work for SK-II but, given that it has already been seen more than 1.6 million times on YouTube and covered by much of the national press, it should not be its last.