V&B SETS THE STYLE WITH NEW TELEVISION SPOT
By Adnews Staff
Toronto-based Vickers & Bensen Advertising includes inner beauty and diversity as themes for a new television spot created to launch the Jhrimack ProSilk brand of shampoo in Canada. The spot shows a group of women of a variety of age groups and ethnic backgrounds in situations that illustrate their diversity, inner beauty, pride, confidence and joy. In the background original soundtrack is playing. The voice over features a number of women of different ages and accents reciting a poem as though it was an anthem. "When we pitched the Jhirnmack business we learned that consumers believe that shampoo advertising followed a traditional formula: hair flip, gorgeous model and animated product demonstration. We also learned that this formula was irrelevant to women and in fact alienated them," V&B president Tony Altilia said in a release. The spot airs today and will run nationally in English Canada until the end of the year on a combination of national, specialty and regional networks along with selective stations purchased for the campaign. Media planning and placement was done by MaxxMedia of Toronto.