Pantene addresses the scourge of ice-skate-damaged hair

Ad Nut likes this clever 'demo' or the supposed reparative powers of a Pantene conditioner. As you can see below, ice skaters do the damage and a branded ice-smoothing machine fixes it—every few hours.

Grey Group Asia Pacific, Kuala Lumpur and Singapore all worked on the project, which took place at an Olympic-sized rink in Manila in May. The agency claims the brand's share of the conditioner category increased 16 percent year-over-year that month.

CREDITS

Javier Bonilla - Grey Group Singapore, Regional Executive Creative Director
I-van Policarpo - Grey Kuala Lumpur, Regional Associate Creative Director
Elson Effendy - Grey Kuala Lumpur, Senior Art Director
Don Michael De Leon - Grey Kuala Lumpur, Regional Senior Account Manager
Laston Tan – Grey Kuala Lumpur, Art Director
Renee Lim - Grey Kuala Lumpur, Producer
Anjali Jain - Grey Group Singapore, Regional Business Director
Siddika Dehlvi - Grey Group Singapore, Group Account Director
Syamin Arif - Grey Kuala Lumpur, Executive Producer
Shahvez Afridi - Grey Group Singapore, Head of Strategy
Dennis Chen - Asia-Pacific Video Lab, Kuala Lumpur, Executive Producer
Chen Yoke Wah - Asia-Pacific Video Lab, Kuala Lumpur, Executive Producer
Daz Kalidass SO Candra - Asia-Pacific Video Lab, Kuala Lumpur, Editor
Cris Dy-Liacco - Just Add Water, Philippines, Broadcast Producer
Ina Lagman - Provill Studios, Philippines, Managing Director
Toby Concepcion - Provill Studios, Philippines, Film Director
Michelle Robles - Provill Studios, Philippines, Production Manager
Fuse Adventures In - Audio Fuse Adventures In Audio, Audio Production Team
Huma Qureshi – Grey Group Asia Pacific, Regional Director, PR & Corporate Communications
Pang Yanrong – Grey Group Asia Pacific, Regional Corporate Communications Executive
Hesham Tohamy - Marketing Director, Pantene AAIMEA, P&G
Raffy Fajardo – Marketing Director Haircare Asia, P&G
Lester Estrada – Country Marketing Manager Haircare, P&G
Maniya Ysabel Parungo – Assistant Brand Manager, P&G