Manufacturers of the Nicky Clarke haircare range are bracing
themselves for complaints over national press advertising that features
a naked couple frolicking in the shower.
The Guardian, the Times, the Independent and the Daily Mail are due to
carry the ad, which shows a girl sitting astride her partner’s shoulders
washing his hair.
Nigel Dean, the Nicky Clarke marketing director, said the ad - one of
five launching the company’s new Sport range for young, active adults in
mid-May - has been shown to all the papers and they have agreed to run
But he admitted: ’We’d be surprised if we don’t get some problems
because we’ve pushed the advertising to the limit. However, we’ve taken
care to ensure the ads are raunchy, not pornographic.’
The ads mark the first foray into advertising by the hairdresser and are
the first to be produced by Publicis Focus since the agency picked up
the pounds 600,000 account (Campaign, 27 February).
Produced by Martyn Marler, the agency’s creative director, the ads will
also run in style magazines. One execution, showing two men washing each
other’s hair, has been produced for the gay press.
Media is being bought by Optimedia.
Dean claimed the explicit approach had been adopted because it was
relevant to the products and their target market and to maximise a
’We wanted to get away from the stereotype shots of swirling, shiny
hair,’ he added. ’We also knew we would have to do something totally
different if we were going to compete effectively against L’Oreal,
Unilever and Procter & Gamble.’