A group of women with beautiful hair meet at a restaurant. Upon first seeing each other, the women scream with delight about how great their hair looks. Throughout the spot, the women continue to have a conversation by screaming 'ahhh!' to demonstrate how strongly they feel about Renewal 5X and what it does for their hair.
Philosophy
Our bold, humorous execution leverages the distinctive green bottle, and the buzz that had been created about this hot new product -- a buzz that has been established through the tons of e-mails, letters and phone calls Clairol has received in praise of Renewal 5X. By showing women screaming in ecstasy -- saying nothing but 'Renewal 5X!' the message comes across that this hot new product is what women crave. Although still in its early stages, amidst formidable odds Renewal 5X is poised to become a new product success story for Clairol.
Problem
In an overcrowded, parity haircare environment, launching yet another new product line with few novel benefits is a daunting task. We had to cut through the category clutter and create immediate trial interest.