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Apr 19, 2014
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Cream Silk - "Hair Quartet" - JWT Asia Pacific

Title "Hair Quartet"
Agency JWT Asia Pacific
Brand Cream Silk
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SummaryWhile most advertising concepts and campaigns have evolved over time- hair product brands and their respective campaigns is one area that been consistent in rehashing the same type of adverts for many years. We are all similar with the various hair adverts involving a model/celebrity who engages in 30 seconds of over exaggerating swooshing of long, ridiculously shiny hair and finishes up by giving a beaming smile and delivering a triumphant affirmation of how amazing product x is- making their hair healthy, strong and shiny- and just a better person in general. Cream Silk; a hair product brand under the Unilever umbrella yearned to prove to its market that it did in fact make hair stronger and to overshadow it competitors who recite similar claims but which perhaps aren’t necessarily true. A “Human hair Quartet” was assembled and had the horse hair that is usually used in their bows replaced with that of a human (shampooed and conditioned with “Cream Silk” naturally). Horse hair is used solely because of its strength so it would be the ultimate reinforcement of the claim of the strengthening quality of the product if it were to be used in the bows and the concert to be a success. 240 minutes of playing time using the instruments with the human hair proved the brands claim and allowed them to gain a stronger foothold in the market.Subscribers Only
Published Date Subscribers Only
Ideas Subscribers Only
Date of First Broadcast/PublicationSubscribers Only
Length110 seconds
Agency ..T M...la Subscribers Only
Executive Creative Director ..y G..n ..n Subscribers Only
Creative Director Mr. Gayle Lim
Art Director T..g R...un Subscribers Only
Copywriter G...e ..m Subscribers Only
Producer Missy Tolentino
Account Director M...ne R...la Subscribers Only
Account Manager M...y To.....no Subscribers Only

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