Hair care brand Bed Head is smashing advertising conventions by breaking the fourth wall in a gritty new ad promoting its ‘After Party Super Smoothing Cream’.
Developed by creative agency Lucky Generals, the 30-second spot emulates the brand’s disruptive approach to the hair care sector, using real-life situations to illustrate the versatility of its products.
The campaign will be centred around two hero films, with ‘After Party’ spearheading the launch, to be followed by ‘Resurrection’ at a later date, alongside five ‘how-to-get-the-look’ tutorial films.
“The Lab of Life thinking and breaking the fourth wall to bring hair necessities into the real world felt like a really fresh approach to educating audiences about hair styling and care products; allowing us to stand out in the category and behave in an unconventional, disruptive and distinctive way that feels uniquely Bed Head,” said senior marketing manager, Katie Westerby.
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Directed by Kode Media’s Nicolee Tsin, the films will run across video-on-demand and will be supported by a series of out-of-home and digital executions.
Lucky Generals creative director, Lewis Mooney added: “Bed Head is the hair brand that breaks the rules and does their own thing, so naturally we wanted to continue this tradition by breaking the rules and conventions of hair product demos.
“Not only do we want to inform and educate through our demos, but do it in a way that resonates with our audience, entertains them and communicates what the Bed Head brand is all about.”
