HEAD & SHOULDERS CLAUDIA WINKLEMAN
Client: Head & Shoulders
Brief: To create the next expression of the ‘hairdresser – surprising reactions’ campaign.
What We Did: Head & Shoulders was a world of ‘surprising reactions’ in faked hair-salons – “No way is this Head & Shoulders…”.
We had the chance to use a celeb (who’s awesome by the way…) to really make the ads stand out BUT people will never believe that Claudia uses the product if it feels like the brand is just telling them she does.
So, we took a different direction and, taking inspiration from self-deprecating celebrities, we came up with a concept to humorously convince our audience she really does use H&S - by answering real tweets about at her hair.
The ad has, to date of writing, annoyed people on TV for almost 3 years. And has subsequently been used internally in P&G as an example of best-in-class work.
[Sidenote: the pride when your ad gets parodied on YT, and has over 250,000 views and 650+ comments. https://www.youtube.com/watch?v=mfCn3vpcE2s ]
Agency: Saatchi & Saatchi
Creative Director: Marion Cohen
Director: Tom Clarkson
