My YouTube ad of the week: Sue Unerman, Mediacom

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Sue Unerman reviews L'Oréal Paris Men Expert

Sue Unerman, chief strategy officer, MediaCom

Why I like this

I know men who still believe that grooming is not for them. They will clean their teeth, they may floss and they could even use mouthwash. They might have a bath or shower three or four times a week, but they wouldn't touch moisturiser or aftershave and they eschew manicures and facials.

But even this is better than in earlier times. The chain-smoking TV buyer I sat next to at the dawn of my career boasted of taking one bath a week.

Predominantly, but not exclusively, the grooming phobics are probably the older, more traditional men of my acquaintance. Here, finally, is a champion of male grooming that surely even they can identify with.Wish I'd thought of Hugh Laurie, the world's biggest TV star, is presented "behind the scenes" coming to terms with his role as a grooming icon. We get a fresh angle on the strapline: "We are all of us struggling with the idea that we are worth something." Laurie is charming and will hopefully get men washing more often – so no naïve graduate need ever start her career sitting next to a man in his twenties who only washes once a week.

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Credits

Brand

L'Oréal Paris Men Expert.

Task

Promote the L’Oréal male beauty range that includes hair, skin and other cosmetic products.Coupé.

Execution

Exclusive behind-the-scenes video of Hugh Laurie, the new L’Oréal Paris Men Expert “spokesmodel”, gently debunking the idea of him as a male supermodel.

Credit

McCann Erickson

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