"Traditions"

13 April 2026

71s

The rub of it.

Savannah Leaf directs a gorgeous bit of work for Vaseline that's not afraid to get its hands greasy. Scored by Nazareth and 'Love Hurts', the deftly cast film celebrates how petroleum jelly's been rubbed into children's skin for generations. A day may come when the kids thank their parents, grandparents, aunts, uncles, et cetera for it, but it is not this day.

Instead, the young cast fidget, squirm, and wriggle as the product is lovingly but vigorously applied. You can feel the warmth as each 'battle' unfolds, with the grown-ups keen to lock in as much moisture as possible and the kids desperate not to have their style cramped. There is fun to be had with this ritual and Leaf knows it—that's why she includes a lovely montage of home movie clips that shows how brand loyalty is born.

South Africa

Skincare