Nicky Clarke marketer braced for ’raunchy’ press ad criticism

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.

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

it.



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

modest budget.



’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.’



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus