Procter & Gamble's Pantene
hair-care brand is relaunching next month. But don't expect the new campaign to center on slow-motion visuals of blindingly gorgeous hair fanning across the shoulders of a stunning model, actress,
celebrity, or athlete ecstatically tossing her tresses in the shower, in the boudoir, or -- like so much arugula -- in some chic bistro under the vacantly adoring gaze of a slightly unshaven amour.
For its national relaunch next month, Pantene instead may well take a page from Unilever's "Dove Campaign for Real Beauty" playbook. Pantene's reality TV-style campaign will center on a real
person, chosen through an online contest, and appearing in national ads showing them trying the product for the first time.
The effort, launching on May 25, will star a woman selected from the
online casting call, using the product.
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The ad's star will also automatically win the "Be the Rock Star You Are" experience, involving the star of reality dating car crash "Rock of Love with Bret
Michaels," comprising tickets to one of his concerts, first class airfare, a ride in his tour bus, and backstage passes.
The company is taking consumer submissions for the reality role through
April 18. Applicants have to upload a minute-long video about why they should get the nod to Pantene.com/realitystar. Consumers vote for the video they like best, with daily winners. The company says
12 finalists will be flown to the Big Apple for an in-person test shoot in May.
Pantene set up the announcement of the campaign with an April Fool's-style teaser about its next brand
spokesperson, suggesting the person would join the ranks of celebrities like Kelly LeBrock, Kelly Ripa, Maria Menounos, Padma Lakshmi, and Stacy London.