VO5 - "Headless"

Havas London

Havas London London, Reino Unido

16170

Marca: VO5
País: Reino Unido

Anunciante: Alberto-Culver Company

Título	Headless
Agencia	Havas London
Campaña	Headless - Alberto Culver
Anunciante	Alberto-Culver Company
Marca	VO5
Fecha de primera difusión/publicación	2010 / 2
Producto	Extreme Style
Sector Empresarial	Productos para el cuidado del cabello
Lema	Break the mould
Sinopsis	Headless features a storyline that revolves around the insight that how you feel about how you look affects your self confidence. In the story, a guy who feels his hair doesnt look his best, loses his bottle and fails to chat up a girl. We dramatise this loss of confidence through the metaphor of his head coming off. Once styled with VO5 Extreme Style, and his confidence restored, his head can come back on and he can reconnect with the world around him. In this instance, he connects, not with the blonde who caught his eye before but, instead, with a brunette girl who is carrying her head under her arm, clearly also suffering a crisis in confidence. Our hero hands her the VO5 Extreme Style so that she can sort her hair out.
Filosofía	It needed a differentiated and engaging execution that would appeal to 16-34 year old men and women, and stand out from the plethora of formulaic haircare ads. The VO5 Extreme Style brand appeals to those who reject set conventions & expectations, preferring to express their own sense of style. The VO5 Extreme Style strategy is positioned around one clear emotional end benefit. This is to allow our consumers to assert their individuality, & express their personality, through their hairstyles. The brand can enable them to stand out from the crowd, and attract the opposite sex. This is summarised in the brands strapline Break the mould.
Problema	VO5 Extreme Style range was launched 2003 with the Break the mould advertising campaign. The creative idea behind the campaign is a simple one: VO5 Extreme Style allows you to break out of conformity, express your individuality and escape the norm. The campaign launched in the UK with the Factory commercial in 2004 and, by the end of 2005, had driven the brand to be the UKs number 1 styling range. With the ongoing support of the Break the mould campaign, the brand has retained its top slot in the UK continuously since 2005, driving strong growth that has consistently outpaced that of the overall sector and allowing it to have double the share of its nearest P&G competitor. Finally, the campaign has smashed the goal it was originally set, which was to drive penetration amongst a younger user base for VO5 as 42% of the brands users are now aged under 24. The brief for Headless was to develop a new execution within the existing Break the Mould campaign that would continue to drive the brand, helping maintain its No. 1 market position.
Medio	Televisión
Mercado	Reino Unido
Productora	Rattling Stick
Responsable de conceptos / redactor	Glenn Gibbins
Responsable de conceptos / redactor	Chloe Davies
Director artístico	Glenn Gibbins
Director artístico	Lisa Morgenthau
Planificador de cuentas	Chloe Saklow
Productor de la agencia	Jodie Potts
Realizador	Sara Dunlop