Procter & Gamble is taking further steps to ditch its reputation
for formulaic advertising with a new UK campaign for its Pantene
The national TV, 6-sheet poster and cinema burst breaks this week and
runs until the end of December, continuing the quest for a more creative
approach by the world’s biggest advertiser.
The latest work, which is through Grey, features actresses rather than
models with modern soundtracks to set the scene. The films address
day-to-day haircare problems under the theme, ’Beauty through
It is part of a strategy which began last year in response to consumer
calls to see ’everyday’ girls promoting the products and to consolidate
Pantene’s position against rivals such as L’Oreal’s Elvive and Wella’s
The first of four commercials, which breaks this Friday, is on the theme
of how people and things work better in pairs, just as Pantene shampoo
and conditioner do.
Dan Brooks, the Grey creative director in charge of the advertising,
said: ’This campaign refreshes and contemporises Pantene advertising and
connects with women emotionally as individuals and in a way that is
honest and real. It re-asserts Pantene’s leadership role by setting new
creative standards in the haircare category.’
The films were written by Beth Crowe, art directed by Roger Kilmartin
and directed by Peggy Sirota for HIS Productions. Media buying is
through MediaCom TMB.