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Pantene in Live TV Comeback

Adweek, Tuesday, June 1, 2010 12:02 AM

Procter & Gamble is relaunching Pantene with a new campaign from Grey that suggests consumers "Put it to the test." The beauty brand, which now offers products customized by hair type, named the winner of its first "Reality Hair Star Contest" with a live TV ad broadcast Tuesday on NBC's season finale of The Biggest Loser: Couples.

The 60-second ad recapped the consumer contest that asked contestants to upload their best pitches for the role. Brand spokesperson Stacy London appeared at the winner's home. Three finalists were primed for the live reveal, each receiving a Pantene makeover. During a three-network roadblock -- on Bravo, Oxygen and NBC -- 24-year-old broadcast journalism student Marissa Hopson became the "First Reality TV Hair Star."

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ad campaign, television

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