Love Hurts, a campaign for Vaseline created by Ogilvy Singapore in collaboration with VML South Africa, captures a familiar, unspoken act of love: a parent or grandparent applying Vaseline to a child's face, whether they like it or not. A ritual of care, repeated across generations. In many homes, Vaseline is more than moisture. It holds memory, familiarity, and affection in its simplest form. Care you don't always ask for, but often remember most. Some traditions aren't passed down, they're rubbed in. Launched in Kenya, the campaign is rolling out across social channels, inviting people to share their own stories of care through #AllYouNeedIsVaseline.