Jun 16, 2010

Adwatch: Head & Shoulders above the rest with Manny Pacquiao

The anti-dandruff shampoo's use of a celebrity endorser secures a top spot in the recall table and the approval of Boni Santos.

Adwatch: Head & Shoulders above the rest with Manny Pacquiao

Boni Santos is the creative director at ASPAC/Law in the Philippines. Here is his assessment of the top scoring Head & Shoulders ad:

Leveraging Manny Pacquiao’s unmatched popularity in the Philippines, Head & Shoulders definitely punched through a strong message - the world’s No. 1 boxer uses only the world’s No. 1 shampoo.

This positioning transformed what could have been just another one of those Pacquiao ads cluttering the media landscape, into a strong contender for my attention. It also elevated the competition from the local ring to the global arena.

Coupled with a subtle yet amusing attempt to link how Manny can’t “fall” in the ring and how he can’t have hair fall, it succeeds in using Pacquiao in a refreshing and believable way.

Click here to view the complete TV commercial recall table published in the 25 February 2010 issue of Media.

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