Hair stylist dishes out makeovers and relationship advice in Singles Day campaign for Pantene
Grey Hong Kong has created a “break-up salon” in a Singles Day campaign for Pantene where a stylist – played by Chinese chat show host Jiang Si Da – dishes out new haircuts, along with relationship advice.
The campaign converted a Shanghai salon into “The Breakthrough Salon”, where the newly-single were invited to change their hairstyles and share their break-up stories.
The campaign features a series of above-the-line ads where three women open up about their relationships, and, after ditching their current look, are seen following their dreams.
Under the slogan ‘Turn break-ups into breakthroughs’ the marketing push aims to illustrate how a new hairstyle can give people a new lease of life. The hairstyles are named after the reasons for the breakup.
The campaigns sits under Pantene’s new brand platform ‘Great Hair Changes Everything’.
Grey Hong Kong chief creative officer Michael Knox said: “Whether it’s a Blow Wave Him Goodbye or a See You Around Bob, we’re hoping The Breakup Salon helps more people discover great hair is the best revenge.”
P&G brand director Mckey Lin added: “Seeing people go from breakup to breakthrough brings to life our brand and ambition. And being able to provide this platform was a first for our brand. By helping people embrace life changes that starts with great hair, this becomes a testament of why Great Hair Changes Everything.”
Credits:
Michael Knox, Chief Creative Officer
Christopher Lee, Group Creative Director
Claudia Wong, Creative Director
Jason Cornelius, Creative Director
Laura Petruccelli, Creative Director
Rohan Cooke, Creative Director
Jia She and Lisa Wan, Copywriter
Kimmy Kong, Junior Designer
Duffy Lau, Business Partner
Claudia McInerney, Business Director
Jesppie Poon, Senior Account Director
Frankie Lo, Senior Account Manager
Fred Yeung, Senior Account Executive
Owen Smith, Head of Strategy
Alice Atherton, Strategic Planner
John Lo, Head of TV Production
P&G
Brand Director: Mckey Lin, Yammy Yang
Communication Director: Heidi Wang
Brand Manager: Wilson Li
Communication Manager: Erric Li
Here we go again. Singles Day has become the latest manufactured commercial event. Just like certain other days which would be edited under Mumbrella’s community guidelines if I were to mention them.
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