Plasticine man puts Reshaper to test in WCRS Brylcreem ad

A Plasticine man is shown performing various positions from the Kamasutra in a print campaign by WCRS to launch Brylcreem Reshaper.

The campaign, which will appear in lads' magazines including FHM, Maxim, Front and Loaded, is the first stage in promoting the Brylcreem Reshaper, a remoldable hair product available as a fibrous gum and smooth putty.

The plasticine man, which has been developed by Aardman Studios, the company behind Wallace & Gromit and Chicken Run, is featured in a series of risque positions with a female counterpart.

The positions result in his hair being messed up. Luckily, by using the Reshaper, he can easily restyle his hair.

"We wanted an ad to cut through all the other bland category advertising out there at the moment," Julie Baker, the marketing director at Brylcreem's parent, Sara Lee, said. "Brylcreem is more akin to a lager brand than other hair-care brands. It is a brand with a sense of humour and we wanted a campaign to reflect that personality."

The ads were written by Jude Healy and art directed by Dave Kelly.

A second installment, called advanced secrets of the East Midlands - for the more adventurous and ambitious - will launch in December.

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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).