Head & Shoulders and Saatchi & Saatchi London are
introducing “Scalp Brave,” a new campaign that represents a pivot away from its previous messages about dandruff control.
The concept features artist and barber Rob The Original
working on different men by shaving likenesses of Head & Shoulders’ celebrity ambassadors Giovanni Dos Santos, Sofia Vergara and Odell Beckham on their scalps.
These ads feature
tattoos, hip music and are aimed at a target audience younger than its earlier spots.
The integrated campaign kicks off on social media via the aforementioned brand ambassadors. They
will help direct people to three 'making of' films running on the Head & Shoulders YouTube page.
Print and poster ads will
run in North America. These ads were shot by renowned London-based photographer Oleg Tolstoy.
An experiential pop-up studio will tour various Walmart stores in the U.S. It will feature
Rob The Original showing off his barber skills to shoppers working alongside brand ambassador Dos Santos.
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