Emo Kid Is Happy And Dancing In New Radox Ad

Emo Kid Is Happy And Dancing In New Radox Ad

Advertising agency Droga5 London has launched a new campaign for Radox, showing the ‘power of fragrance to transform mood’. What better way to show how smell makes you happy than using the biggest oxymoron- a cheery emo.

ERIN MARY Doyle
Posted by ERIN MARY Doyle

The TVC launched in Mexico and is set to launch in the UK from July through to the end of the year.

“Radox shower gels have been specially formulated with fragrance combinations that are specifically made to draw out a particular mood,” said Sebastian Devoto, global brand vice-president at Radox. “We needed to communicate this in a joyfully uninhibited way and Droga5 London helped us do just that.”

“During my misspent teenage years as a hateful, nihilistic young goth, I wish someone had told me about the mood-altering properties of Radox,” said David Kolbusz, chief creative officer, Droga5 London. “Let this campaign serve as a message to all children of the night – misery is a choice. Fragrance can save you.”

“It is scientifically proven that fragrance can change your mood,” added Rick Dodds, executive creative director, Droga5 London. “So as well as dramatising this, we also wanted the spot itself to have the same transformative power and leave people in a happy and uplifted mood.”

CREDITS

CREATIVE AGENCY

CHIEF CREATIVE OFFICER: David Kolbusz

EXECUTIVE CREATIVE DIRECTOR: Rick Dodds, Steve Howell

GROUP ACCOUNT DIRECTOR: Lucy Murray

CEO: Bill Scott

PRODUCER: Peter Montgomery

CREATIVE AGENCY: Droga5 London

ACCOUNT EXECUTIVE: Nicole Burgess

CLIENT DIRECTOR: Amy Garrett

CREATIVES: Lea Brisell, Alex Venndt

STRATEGY: Toto Ellis

MUSIC AND SOUND

SOUND DESIGN: Sam Ashwell @ 750mph

MUSIC SUPERVISION: Lisa Hart at Big Sync

OFFLINE

EDITOR: Dominic Leung

EDIT COMPANY: Trim

POST PRODUCTION / VFX

PRODUCER: Tom Johnson

POST PRODUCTION HOUSE: Time Based Arts

COLOURIST: Simon Bourne

VFX SUPERVISOR: Stephen Grasso

TELECINE: Framestore

PRODUCTION COMPANY

PRODUCTION COMPANY: Somesuch

PRODUCER: Sam Chitty

PARTNER: Tim Nash

DOP: Tom Townend

DIRECTOR: Daniel Wolfe

EXECUTIVE PRODUCER: Seth Wilson

CATEGORY: BEAUTY/HEALTH , SHAMPOO

GENRE: CHOREOGRAPHY