Byravee Iyer
Jul 25, 2013

Shirtless men for the win: Herbal Essences gives topless English lessons in Japan

TOKYO - Fancy English lessons from three shirtless hunks? That’s what Procter & Gamble provides in a cheeky, recently launched campaign for shampoo brand Herbal Essences in Japan.

Ricky, Matt and Justin pull out all the stops in each of the eight four-minute videos that obstensibly teach women phrases that may come in handy while traveling abroad. While the phrases are English, much of the explanation is in Japanese. (The sex-appeal transcends language.)

The campaign was done by creative agency Beacon. According to account director Kyoko Mitsui, the idea originated from P&G and is targeted at girls who love to travel abroad seeking experiences.

“Many of these girls often cannot speak proper English," Mitsui said. "Herbal Essences provides English tutorials that’s very usable and interesting to watch and learn.”

This online-specific communication is an extension of a previous campaign, which focused on creating sensorial experiences for hair care through nature. There will be further activations around the new campaign, but Beacon said detaiils were yet to be determined.

As the campaign was made on a shoestring budget, Beacon decided to use its office premises for the shoot. “We also wanted to create a casual, open and stylish atmosphere to make it unique, versus a study room like most English lesson schools,” Mitsui said.

The campaign launched on 27 June. The videos have attracted 166,305 views.

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