Infant Instagram celebrity babychanco becomes star of Pantene campaign in Japan


For a new campaign, Pantene and Grey Tokyo are relying on a brand endorser who is just a year old. Babychanco became an Instagram sensation when her mother Mami Kano started posting pictures of the infant who was born with a thick mop of hair.

A feature on the child then ran in People magazine with the line ‘Get this kid a Pantene ad’. It ended up inspiring P&G’s global president for beauty Alex Keith.

The film called ‘The Hairy Tale by Babychanco’ was released to coincide with the child’s first birthday on December 23. It is part of the larger ‘#HairWeGo: My Hair Moves Me Forward’ campaign from P&G.

The video features a narrative by Japanese television personality Sato Kondo, known for not colouring her hair.

P&G Japan’s hair care associate brand director Yoshiaki Okura said: “The collaboration of babychanco and Sato Kondo on our Pantene project has received an enthusiastic and positive reaction from across the globe.

“ Through this, I have truly discovered the value and power of our message and I really hope the campaign reaches as many people as possible who can then think of it as a good and positive start to 2019. We are committed to further empowering women to move forward through hair.”

Grey Tokyo’s senior creative director Jun Ogasawara added: “Through this project, I wanted to communicate the importance of loving your individuality and the happiness that came to the people who had the strength to do so. I tried to find the right balance between portraying the sweet and pure world of babychanco while clearly conveying this important message.

“I hope that the film will touch a wide range of people. Not only mothers but young females and even little children all around the world.”


CEO: Yukiko Ochiai

Senior creative director: Jun Ogasawara

Associate creative director: Ken Mitani

Art direction: Ken Mitani, Katsuhiro Fujimoto

Copywriter: Yukika Anan

Strategic Planning: Rui Nago

Producer: Daijiro Yamakawa, Ryohei Ishizuka

Account service: Sayaka Adachi, Hirohito Maruyama, Melissa Lim                                                                             


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