Ad Nut
Nov 7, 2019

Your hairdresser-slash-therapist will see you now

Women get not only a new look but also a new outlook on their failing relationships when they visit Pantene's 'Breakup salon' in a campaign by Grey Group Hong Kong.

Pantene products and an intense, advice-giving hairdresser help a series of women in dysfunctional relationships find the inner determination to wash that man right outta their hair (if Ad Nut may quote Rodgers & Hammerstein).

The 'Breakup salon' campaign, from Grey Group Hong Kong, is timed for Single's Day. Ad Nut appreciates that the work harkens back to the original reason people started marking that date, rather than the excessive orgy of heedless consumer abandon that the term 'Single's Day' has come to represent. 

Furthermore, Ad Nut is all for people examining both relationships and hairstyles that have outlived their usefulness and need to be abandoned. You can't deny the whole setup here is a bit bizarre, yet Ad Nut can't deny it's also compelling. It helps that the hairdresser is Chinese celebrity Jiang Si Da, who's known for earnest talk about romantic relationships and openness about his own sexual orientation. Which makes Ad Nut think it would be great to see a salon breakup story that wasn't about a hetero couple. But perhaps that's too much to ask from advertising for a major brand in China today.


Grey Group Hong Kong
Michael Knox, Chief Creative Officer
Christopher Lee, Group Creative Director
Claudia Wong, Creative Director
Jason Cornelius, Creative Director
Laura Petruccelli, Creative Director
Rohan Cooke, Creative Director
Javier Bonilla, Global Creative Director for Pantene
Jia She and Lisa Wan, Copywriter
Kimmy Kong, Junior Designer
Duffy Lau, Business Partner
Claudia McInerney, Business Director
Jesppie Poon, Senior Account Director
Frankie Lo, Senior Account Manager
Fred Yeung, Senior Account Executive
Owen Smith, Head of Strategy
Alice Atherton, Strategic Planner
John Lo, Head of TV Production
Brand Director: Mckey Lin, Yammy Yang
Communication Director: Heidi Wang
Brand Manager: Wilson Li
Communication Manager: Erric Li

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'.


Campaign Asia

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