Elida Faberge is spending pounds 20 million on the integrated
relaunch of its Organics brand.
The campaign, for New Formula Organics, uses TV, posters and PR through
J. Walter Thompson, Claydon Heeley and Burson Marsteller, in a concerted
effort to shift its rival, Pantene, from the top spot in the haircare
The new 60-second TV commercial is based on the theme, ’For truly
beautiful hair you have to go back to your roots.’ It is the first time
a film has been produced specifically for the UK.
The plot centres on a modern native American reservation where an elder
is sitting outside his house in a rocking chair quietly contemplating
Suddenly, a car pulls up from out of town and a beautiful girl gets
She too is a native American, but has obviously fallen prey to Western
influences: she is wearing a fashionable skirt, high heels and her hair
As she steps out of the car, she is warmly greeted by all her relatives
- except the elder, her father, who refuses to acknowledge her. She
approaches him and offers a present, but he stonewalls her. At this
point, the girl disappears into the house where we see her washing her
hair with New Formula Organics.
She emerges wearing a much simpler dress and no make-up, with her long
black hair hanging glossily about her shoulders. Her father looks at her
and, for the first time, his stony face cracks into a warm smile and he
opens his present, which is a sweatshirt with a Washington Redskins logo
The ad was written and art directed by Geoff Cousins and Dawn Heuston
and directed by Barry Myers at Jan Myers and Associates.
Media buying is through Initiative Media.