Ad Nut
Apr 3, 2019

Hair is the hero in a Pantene-Marvel tie-up

The heroine of a Pantene ad for China is meant to look like a superhero. But which one?

Pantene and Marvel have partnered to launch various co-branded haircare products for China, the latest being the '3 Minute Miracle’ conditioner to coincide with the Marvel's first female-fronted superhero movie Captain Marvel, starring Brie Larson.

The tagline 'Your hair is your ultimate super power' marks a heroic start to the ad, which was shot in Shanghai.

The 'heroine' of the film, from Sweet Shop director Simon Cracknell, begins her morning looking into her closet. An ordinary start to a seemingly ordinary day… or is it?

"In this richly monochromatic scene, a spark of energy bursts from her hair, which suddenly becomes drenched in colour," reads a press release.

Ad Nut's delight quickly turns into surprise as the colour spreads throughout the heroine's red head, however, because Ad Nut thinks she looks more like Poison Ivy—the fictional anti-hero appearing in comic books published by Marvel's competitor DC.

CREDITS

Client: P&G, Pantene
Agency: Grey Hong Kong
Chief Creative Officer: Michael Knox
Group Creative Director: Hans Ibrahim
Creative Director: Zane Wong
Agency Producer: Clement Shaw
Account Manager: Frankie Lo

Production Company: Sweetshop China
Director: Simon Cracknell
Producer: April Lee
Managing Director & Executive Producer: Laura Geagea
DOP: Simon Hau
Art Director: Chen Xiaofeng
Post Production: Ping Pong Hong Kong
Offline Editor: Teddy Mak

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign China
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