19 December 2007
Hair products brand ghd has launched its first viral campaign in the run up to Christmas.
The new campaign is part of a wider series of TV and print adverts that have been tagged as risqué. The ad follows ghd’s ‘A new religion for hair’ theme.
MediaVest who have been commissioned with the work comments:
The online elements of the campaign were launched before the TV and press campaign broke to create a buzz amongst the core target audience. The campaign has been a great success.
The campaign is a black and white minute-long film clip, entitled ‘When I grow up’, which shows three children playing in a field. The movie clip then moves on to the boy deciding which girl he likes best - a curly haired blonde or straight haired brunette. The movie clip ends with the boy skipping away hand in hand with the blonde, leaving the straight haired girl to wish for a head of curly hair when she grows up so she can have her revenge and reject him using surprisingly adult language.
On screen then appears the ghd ‘Thy will be done’ strapline.
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