The Hairapy campaign
Earlier today the online website of Advertising Age has unveiled the Madonna image to be used in the Sunsilk advertising campaign. Here’s a short clip form the article available HERE at adage.com
Massive reach
The unabashedly mass-market effort aims to hit all its targets at once – even if that means hitting plenty of others. Sunsilk expects to reach 250 million people in the U.S. alone the first three days but also will tap into the increasingly global audiences for the Super Bowl and the web properties.
The same TV ad will air within days around the world, but the campaign will be localized, too, using regional celebrities, said
Andrei Gemeneanu, global brand director for Sunsilk.
It’s the first global campaign for a brand known for often edgy and offbeat local ones. It appears considerably tamer than “Get Hairapy” from JWT, New York, which launched the 50-year-old brand in the U.S. about 18 months ago.
“Hairapy” included ads featuring three gay friends of the brand’s 20-something female target. In their place, “Life Can’t Wait” centers on three global entertainment icons — Marilyn Monroe, Madonna and Shakira – starting with a highly graphic treatment of their hairstyles (as might be expected from a design agency) in the Super Bowl ad.
