VO5 unveils people factory ad from Euro RSCG London

The Alberto-Culver-owned haircare brand VO5 is encouraging its young customers to stand out from the crowd in a new TV commercial through Euro RSCG London.

The ad, which breaks on 19 April, aims to differentiate itself from other hair product commercials, which normally feature models flicking their hair around.

The commercial is set in a people factory, which manufactures people with dull, smoothed-down hairstyles.

The production line comes to a halt when two of the models have VO5's Extreme hair products squirted on to their heads and they are given funky, modern styles.

The models come to life and jump off the conveyor belt and escape as a bored-looking factory assistant slips her VO5 products back into her handbag. The ad ends with the line: "Break the mould."

The campaign promotes two products from the Extreme range: Rework for men and Freeze Spray for women.

Tom Monaghan, Alberto-Culver's vice-president of Europe, said: "We are very optimistic that this creative from Euro RSCG will resonate with young styling users of both sexes who seek constant innovation, and will continue to build on the momentum we are enjoying with VO5, the clear market leader."

The campaign was written by Hayley Power and art directed by Lynsey Dickenson.

The ad was directed by Harry Rankin for Union.

Carat planned and bought the £500,000 media schedule. The ads will run across selected ITV, Channel 4 and five regions in the UK.

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