It is the first campaign that Arnold Worldwide has created for John Frieda since the brand’s owner, Kao appointed the agency to its global advertising account in May 2014. Frieda sold the brand to the company in 2002.
Arnold Worldwide claims the creative work bucks the trend for hair care ads that feature flawless, over-styled models that offer no "realistic path forward" for most women.
Instead, Arnold Worldwide claims, the 'Me & John' campaign mines the brand's editorial and fashion roots to "reinvent these unachievable category norms". The campaign does still use models, however.
The campaign will run across TV, online, print and outdoor sites in the UK, the US, Canada, Germany, Holland and Australia.
In London, the campaign will kick off with an outdoor video display in Piccadilly, and will continue with a 30-second spot cut from the longer online ad, which will run during cinema screenings of 50 Shades of Grey. A tailored TV spot will also run during the Brit Awards on ITV on 25 February.
Kate Murphy and Kate Wadia were the executive creative directors on the campaign. The work was art directed by Kyle Lynah and Baylee Shurman and shot by Josh Olins through North 6.