Mother produces new Organics poster ads

Mother this week unveils a new national poster campaign for Lever

Faberge's Organics haircare range.

Each of the posters tells an Organics "essential truth" - what women are

really like when it comes to their hair. They take on the green, white

and pink livery of the Organics bottle using quirky illustrations to

make each point.

The first shows three girls sitting on a bench with a young man walking

past. The Organics girl has her mass of beautiful hair covering her

face, with the essential truth reading: "She quickly used her hair to

avoid eye contact."

A second demonstrates the fears of many women when in bed with a man for

the first time, highlighting that an Organics girl would be ready to be

seen first thing in the morning. It uses the line: "Whatever time her

new man woke up, she'd be ready." The third ad shows rivalry between

friends based on one girl's hair.

The print work doesn't feature the product and will run in conjunction

with the current TV campaign, which features women in various stages of

excitement about the condition of their hair.

Andy Bellass of Mother said: "The posters are there to substantiate the

message of the TV work and compliment it. We have moved away from the

traditional style of advertising and actually talked to women and can

therefore empathise with the truths they face and address them."

The campaign was illustrated by Darren Whitington.

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