VO5 moves away from the usual celebrity styled ads common to haircare
Euro RSCG London has created a new campaign for VO5 to launch their new haircare range. The campaign challenges the common misconception that hair can be categorised into 'types'. VO5 know that women want to feel like individuals and that everyone's hair is different. As such, the new range of shampoos and conditioners contain a new formula with ‘Adaptive Haircare Technology’ which adjusts to the individual needs of different hair to give it the right level of nourishment specific to each person. The range also includes VO5 Miracle Concentrate with Argan oil and the new styling range ‘Give me Texture’. The TV campaign kicks off on July 4th on ITV, Channel 4 and 5, Sky Media and E4 to name but a few and will be running from July to end of September. The print launches with a dedicated tip on ad, as well as a gorgeous campaign to showcase the range in titles such as Grazia, Heat, Glamour and Zest which runs until August.
Vicky Metcalfe, VO5 Brand Director says; “We’ve just undergone a big transformation of VO5 shampoo, conditioner, treatments and female focused styling ranges to make the brand more engaging and relevant to female consumers. We’ve been winning in styling for years with our Extreme Style range, which is more skewed towards men with the brand idea about expressing your individuality. What this launch is doing is taking that idea and stretching it across to our female consumers as we know it’s also very relevant and appealing to them, but in a female appropriate way. The 30 second TV and consecutive print ads marks the start of our new Individuality campaign where we wanted to break a few moulds because women want to feel, and be treated as individuals, expressing who they are and what makes them unique. So a traditional ‘hair swish’ ad just wouldn’t be right. What Euros have delivered is a fantastic deep insightful creative that brings the idea to life in a very differentiated way”.
The ad shows hauntingly identical dolls being processed through an assembly line, however we see one 'clone' sneak a sample of the new VO5 product into a machine. We see her hair beautifully transformed into its own individual style - since the shampoo and conditioner she took in with her has the ability to know the right amount of nourishment that her hair needs, where it needs it.
We end on our doll being transformed into an individual, not just another hair clone as VO5 wants to treat every woman as the individual she is.
Russ Lidstone, CEO, Euro RSCG London says; “We are really proud to have worked on an ad that breaks the category mould”.
VO5 Marketing Director: Vicky Metcalfe
Euro RSCG London creative team: Dominic Gettins, Jamie Colonna, Felix Sodelind, Henrik Ridderheim
Directors: Conkerco at Academy Films
Euro RSCG London Producer: Laura Middleton
Production producer: Mark Whittow-Williams
Post house: Moving Picture Company
Editor: Ben Campbell at Cut and Run
Sound post: Andy Humphreys at 750mph
About EURO RSCG London:
Euro RSCG London is a top five UK advertising agency with a client roster including Air France, Alberto Culver, Chivas Regal, Citroën, CityJet, Credit Suisse, Disneyland Paris, Evian, Kraft, Nutricia, Mateus, Peugeot, Reckitt Benckiser, The Campaign for Climate Justice, tombola and Yakult.
Euro RSCG London is part of Euro RSCG Worldwide, a leading integrated marketing communications agency made up of 233 offices in 77 countries throughout Europe, North America, Latin America and Asia Pacific.
Contact Euro RSCG London:
Head of Agency PR – Sarah Van Praagh
07974 217 812