The Problem
CLEAR Shampoo was perceived primarily as a functional solution for dandruff, lacking a distinctive voice in the competitive men’s grooming market. The challenge was to reposition the brand, infusing it with personality and relevance to engage a younger, style-conscious male audience.
The Insight
Men often take pride in their hairstyles, even those that are widely debated or mocked, such as the man bun or the comb-over. These styles, while controversial, are worn with confidence by their bearers. By acknowledging and celebrating this confidence, CLEAR could connect with its audience on a more personal and humorous level.
The Story We Told
We created a series of tongue-in-cheek radio spots that paid homage to two of the most talked-about men’s hairstyles: the man bun and the comb-over. Each spot featured a dramatic, over-the-top narration that treated these styles with the reverence typically reserved for epic tales, highlighting the wearers’ unwavering belief in their hair’s glory.
The campaign’s tone was intentionally exaggerated and humorous, positioning CLEAR Shampoo as the product that maintains the “glory” of any hairstyle, no matter how polarizing.
The Outcome
The “Glory Hair” campaign resonated with audiences and industry professionals alike, earning accolades for its creativity and execution:
• Cannes Lions 2016: Bronze in Radio Craft for Casting & Performance
• Spikes Asia 2016: Silver in Radio Script and Bronze in Radio for Fast-Moving Consumer Goods
• AdFest 2017: Bronze in Radio for both “Comb Over” and “Man Bun” spots
• Cannes Lions 2016: Bronze in Radio Craft for Casting & Performance
• Spikes Asia 2016: Silver in Radio Script and Bronze in Radio for Fast-Moving Consumer Goods
• AdFest 2017: Bronze in Radio for both “Comb Over” and “Man Bun” spots
By embracing humor and cultural commentary, CLEAR Shampoo successfully redefined its brand image, engaging a new demographic and reinforcing its relevance in the men’s grooming sector.
A campaign that proved: when it comes to hair, glory is in the eye of the beholder—and CLEAR keeps it shining.
Creative Directors: Madhu Noorani, Daniel Kee, Ang Sheng Jin
Copywriters: Guy Lewis, Martin Coppola, Andrew Ho, Leandra Isabel Martinez Mauricio
Regional Account Manager: Sara Templeman
Global Business Director: Subarna Prabhakar
Voice Artist: Ezra Knight
Audio Engineer: Graham Merrill, Jim Kennelly
Audio House 1: Name: We Love Jam
Audio House 2: LOTAS productions