We know all too well that advertisers will stop at nothing to attract a nanosecond of your attention. JWT Singapore and JWT Manila have just set the bar that bit lower.
‘What if human hair was so strong, it could do anything?’ the ad-masters asked themselves, tossing around another identical brand of shampoo. ‘We need to come up with something that resonates easily with the masses, and music hit the spot,’ said Tay Guan Hin, JWT’s Southeast Asia Executive Creative Director.
So they equipped a professional string quartet with bows made of human hair by Philippines bowmaker Paul Goh. The quartet played 240 minutes of music with zero hair breakage. ‘We’ve wanted to do something different for the hair category for a long time, something out-of-the-box. Hair Quartet was brilliant, because it was a fresh new take on a simple product demonstration that really leveraged the power of a live performance,’ said Sze Tian Poh, Southeast Asia and Australasia Vice President, Hair, at Unilever.
Who gives birth to these people? They claim the hair on the bows had been washed in Unilever Cream Silk.
Do not try this at home.