Just For Men, global men’s hair colouring solutions, has released a new TVC to challenge conventional beliefs of Australian men about colouring their grey hair.
The advertisement depicts a scene where two women are invited to join a men’s night out and are then challenged with identifying which of the men has coloured their grey hair with Just For Men. The scene is based on a real-life scenario that Just For Men conducted to test three new shades.
Leandro De Lima, marketing manager of Combe Asia-Pacific, the makers of Just For Men said: “Market research we conducted found that 30 per cent of Australian men who are grey or greying dislike their hair, yet only three per cent actually do something about it.
“Men are afraid of colouring their hair because they think it won’t look natural, so we really wanted to demonstrate in the creative how using Just For Men results in a grey-free, natural look.”
The TVC plays out exactly as the real-life scenario did – the women are not able to identify the man who is using Just For Men.
The 15 second ad is currently running on free-to-air and paid TV over a nine week campaign and will be supported by a PR campaign and a digital and social media campaign including partnerships with online men’s fashion, style and menswear publishers. The TVC concept was developed by Combe’s own creative team and produced by Foreign Films.
Client: Just For Men
Creative Agency: Combe Creative
Director, Global Content Production: Carin Zakes
World Wide Creative Director: Meg Rogers
Associate Creative Director/Writer: Melissa Avery
Associate Creative Director/Art: Tofer Moran
Production Company: Foreign Films
Director: Scott Toepfer