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ADVERTISING CAMPAIGNS

Brylcreem ‘Effortless’

Agency: WCRS

Client: Brylcreem

Grooming brand Brylcreem returned to TV screens with an advert cast through MySpace. 

The ‘Effortless’ TV advertising campaign has been created by WCRS.

Brylcreem Boys over the last 80 years include iconic British Stars, such as Dennis Compton and David Beckham. Joining the ranks is boy-next-door Sam, who will front Brylcreem’s new campaign.

In a first for MySpace, Brylcreem found their hero in videos posted on the online community site.

Father-of-two Sam Veale was chosen from a selection of clips showing effortlessly executed tricks performed by blokes from across the UK.

Sam stars in the new Brylcreem advert directed by the highly acclaimed director Fredrik Bond – whose previous work includes adverts the likes of Adidas, Nike, Smirnoff, Lynx and Wrangler jeans – as well as directing Moby’s ‘Bodyrock’ music video.

Brylcreem also searched for a band to soundtrack the advert, inviting bands to upload a track onto the same site. The chosen track is by ‘B Raymond and the Voicettes’ – an unsigned band from Fife in Scotland who will be launched on the road to success with national exposure of their tune.

The advert is filmed as one whole sequence which is quite a feat given that Sam had to do a series of tricks that required perfect timing and genuine skill.

It took 63 takes to get the finished advert and a ‘making of’ documentary is being screened on MySpace along with the final ad.

Out-takes from behind the scenes and of Sam’s journey to become the new Brylcreem boy will are also being shown on the new, revamped Brylcreem website, brylcreem.com.

Marketing Director, Sara Lee Household & Body Care UK, Julie Baker, said, “Brylcreem is leading the way with new media and is the first brand to recruit an ad star from a social networking site.

“Sam is a new Brylcreem boy for a new generation who encapsulates the effortless theme perfectly.

She added, “Normal blokes will be able to relate to him and his understated, straightforward style as well as wanting to have a go at the effortless tricks themselves.”

Brylcreem recently launched a new range called b:, targeting a slightly older market aged 20-30.

The b: range takes hairstyling back to basics with a ‘less is more’ philosophy focusing on simplicity and an effortless approach to grooming.

AJR
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