Brylcreem gets a new style in ad from WCRS

A cool youth trapped in a town inhabited by people with naff hairstyles is the star of WCRS's new £2.1 million television and cinema campaign to relaunch the men's hairstyling brand Brylcreem.

The 30-second execution has been commissioned by the parent company, Sara Lee, to contemporise Brylcreem among a wider youth audience, as well as introduce its new packaging and range of products.

Brylcreem has updated its range and the formula of its existing products so they dry faster and last longer. The company is also introducing Next Generation gels, easy wash wax, a wax stick and non-greasy Styling Cream.

The ad, which targets 16- to 24-year-olds, takes place in a fictional town full of people with shocking hairstyles called "Bad Barnet". A cool, young male inhabitant plucks up the courage to restyle his dreadful hair using Brylcreem's Next Generation gel. Following his dramatic image makeover he flees the town after running into too many badly styled locals.

The commercial launches on 15 November at the premiere of the latest James Bond film, Die Another Day, and will continue to run in cinemas. Television will break next month.

The Brylcreem brand competes head-to-head with Wella's Shockwaves range, L'Oreal's Studio Line, VO5 and Fructis. Jo Dickson, a board account director at WCRS, said: "The new ads alert people that Brylcreem has changed using entertainment in a very British, cheeky style. Its competitors are very much more European in nature."

She added: "Brylcreem exists in a high-change market based on being contemporary and all brands have to change to keep up with the times so it is important to keep creative current and relevant."

The spot was art directed by Yu Kung and written by Andy Brittain. It was directed by Mark Denton at Blink. Media planning and buying is by Zenith Media.