AdvertiserVO5 Extreme Style
ExposureUnited Kingdom and Europe
This 30-second ad is VO5's fourth execution in its long-running "break the mould" campaign.
The spot opens on a group of young army recruits arriving at the base and lining up to get their hair cut.
One of the recruits passes a tub of VO5 Extreme Style gel to the guy in front of her. The camera pans across a line of recruits with short cropped hair until it reaches the group that used VO5, and we discover they have longer styled hair and are striking confident poses.
The music track is called 'creator' by Santagold vs. Switch and Freq Nasty.