Since time immemorial, women have had a multitude of lotions and potions for all their very particular beauty needs. Now, with the launch a new range from Radox, men have products designed for the rather less complicated way they shower too.
To launch this new range, Radox and WCRS have created the TV, print and online ‘designed or the men of the world’ campaign. Each ad demonstrates how Radox for Men is designed for how men really shower, wherever they may be in the world.
They do it by spoofing different advertising styles from India, Japan and the UAE, to show that Radox for Men is ‘designed for men of the world’.
For the Launch TV ad, we see the fictitious Bollywood mega star ‘Abhi Mumtaz’ (Stephen Raman-Hughes) extol the virtues of the range’s Shower Gel and Shampoo 2-in-1.
Despite being quite the preening, image-obsessed star, it rapidly becomes clear that he cares more about the bits of his body he can see than the ones he can’t with an extraordinary hairy back perfectly designed for the Shampoo and Shower Gel 2-in-1.
"Our aim for the advertising of Radox Mens was to bring to life the simple truths about the way men shower - for example using shower gel/ shampoo all over - as well as insights that will resonate with men - that men don't get much space in the bathroom,” said, Marketing Director at Radox, Marianne McGoldrick.
"The 'Designed for men of the world' campaign does this very well, but with a twist!"