Clairol - "Courtroom"

Publicis Kaplan Thaler

Publicis Kaplan Thaler New York, United States

Ödüller

6954

Marka: Clairol
Ülke: United States

Reklamcı: Procter & Gamble

Başlık	Courtroom
Haftanın	Publicis Kaplan Thaler
Kampanya	Urge - Herbal Essences
Reklamcı	Procter & Gamble
Marka	Clairol
Posted	Ağustos 2001
Ürün	Herbal Essences
Sektör	Shampoos & Conditioners
Slogan	Herbal Essences. A totally organic experience.
hikaye	A courtroom judge "urges" a lawyer to continue with her case. The word "urge" causes our young lawyer to recall her real "urge" for Herbal Essences. The ensuing fantasy sequence features our heroine being shampoed by three hunkiy "Herbal Guys" while they sing about the "Urge to Herbal."
felsefe	Shift the classic category paradigm from focus on generic end benefits (silky, shiny, manageable hair) to in-use experience -- the pleasure of a haircare product with a fabulous fragrance, a beautiful package, herbal ingredients and the ""naughty but nice"" attitude of a totally organic experience. The result: the brand catapulted to the #2 position and our now famous campaign has become part of the pop lexicon.
Sorun	Herbal Essences, the #3 brand in the 1970's, was nearly extinct by the 1990's. The re-birth of the natural trend offered a second lease on life. But with a budget less than 15% of the leading brand, jumping on the "natural" bandwagon woudn't be enough. They needed a breakthrough idea to rejuvenate the brand.
Medya Türü	Television
Süre	30 seconds
Market	United States
Aktör	Ruth Westheimer
Yaratıcı Yönetmen	Linda Kaplan Thaler
Reklam Yazarı	Tom Amico
Sanat Yönetmeni	Eric David
Ajans Prodüktörü	Andrea Davis
Yönetmen	Graham Rose
Görüntü Yönetmeni	Tony Molina
Ses Tasarım Şirketi	Rob Newall
Prodüksiyon Şirketi	Striper Films