Dr Mumbo

On thin ice

100% participating

100% participating

Dr Mumbo is delighted to report an explanation provided by Grey as to what the agency meant by the bold claim of 100 per cent participation among those involved in a stunt for shampoo brand Pantene last week.

In case you’ve forgotten, Grey built an ice rink on an oversized image of a woman’s hair, got people to skate on it to mimic the effects of hair-damage, and then flattened it with a branded roller to prove Pantene’s restorative powers.

Besides an impressive 16 per cent increase in sales, the idea resulted in “100 per cent participation from the ice skaters”, we were told in a press release last week. What does that mean? We learn today that:

By virtue of the strategic location of the artwork, everyone who skated on the rink interacted with the actual artwork. Thus, garnering 100% participation by the skaters.

That’s cleared that up then. Let the Effies awards roll in…


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