Wella launches TV and print campaign

Wella is launching a raunchy pounds 1.3m TV and print campaign this week to promote its hairstyling range ShockWaves. The 30-second ad, created by Wella's global agency Jung Von Matt, targets 16- to 24-year-olds and demonstrates 'uncomplicated styling'. It shows a young couple in a passionate embrace who, during their clinch, transform each other's hairstyles. The ad will air during youth music programmes and will run for eight weeks. Wella wants to build ShockWaves' music associations and the commercial will be supported by a press campaign of four executions. Press ads will launch in key youth titles from May. Planned and bought by New PHD, they will run until October.

Wella is launching a raunchy pounds 1.3m TV and print campaign this week to promote its hairstyling range ShockWaves. The 30-second ad, created by Wella's global agency Jung Von Matt, targets 16- to 24-year-olds and demonstrates 'uncomplicated styling'. It shows a young couple in a passionate embrace who, during their clinch, transform each other's hairstyles. The ad will air during youth music programmes and will run for eight weeks. Wella wants to build ShockWaves' music associations and the commercial will be supported by a press campaign of four executions. Press ads will launch in key youth titles from May. Planned and bought by New PHD, they will run until October.



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