Procter & Gamble to run multibrand 'makeover' ads

LONDON - Procter & Gamble (P&G) is to launch a multibrand UK TV campaign, a first for the domestic market.

Procter & Gamble to run multibrand 'makeover' ads

The 'Max Factor Makeover Break' takes the form of a 'real-life' makeover show, comprising three 90-second spots shown over consecutive ad breaks. It will feature Max Factor cosmetics, Olay skincare and the Aussie and Clairol Nice 'n Easy haircare ranges.

The ads, by 4Creative, show a consumer called Lesley, who was chosen via a competition, being made over by experts using a range of P&G beauty and grooming products.

The 30-year-old, an engineering manager who says she does not usually wear make-up, is given a 'glam new look'.

Experts also appear in the ad. These include Max Factor make-up artist Caroline Barnes, celebrity hairdresser Sean Tetlow and Grazia style director Paula Reed.

P&G trialled a similar format in the US and found the method increased consumers' intent to purchase to four times that of traditional ad spots.

'This is a new type of campaign,' said Roisin Donnelly, P&G's director of marketing in the UK and Ireland. 'The star is a genuine consumer, and it's almost like an intimate documentary.'

The ads, which will run throughout June, will be supported by a microsite featuring behind-the-scenes footage and additional beauty tips.

 

 

Become a member of Campaign from just £45 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

Become a member

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).