Nicky Clarke marketer braced for ’raunchy’ press ad criticism

Manufacturers of the Nicky Clarke haircare range are bracing themselves for complaints over national press advertising that features a naked couple frolicking in the shower.

Manufacturers of the Nicky Clarke haircare range are bracing

themselves for complaints over national press advertising that features

a naked couple frolicking in the shower.



The Guardian, the Times, the Independent and the Daily Mail are due to

carry the ad, which shows a girl sitting astride her partner’s shoulders

washing his hair.



Nigel Dean, the Nicky Clarke marketing director, said the ad - one of

five launching the company’s new Sport range for young, active adults in

mid-May - has been shown to all the papers and they have agreed to run

it.



But he admitted: ’We’d be surprised if we don’t get some problems

because we’ve pushed the advertising to the limit. However, we’ve taken

care to ensure the ads are raunchy, not pornographic.’



The ads mark the first foray into advertising by the hairdresser and are

the first to be produced by Publicis Focus since the agency picked up

the pounds 600,000 account (Campaign, 27 February).



Produced by Martyn Marler, the agency’s creative director, the ads will

also run in style magazines. One execution, showing two men washing each

other’s hair, has been produced for the gay press.



Media is being bought by Optimedia.



Dean claimed the explicit approach had been adopted because it was

relevant to the products and their target market and to maximise a

modest budget.



’We wanted to get away from the stereotype shots of swirling, shiny

hair,’ he added. ’We also knew we would have to do something totally

different if we were going to compete effectively against L’Oreal,

Unilever and Procter & Gamble.’



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).