New hair, don’t care: Pantene’s Single’s Day ad focuses on the power of a different do

THE WHAT? Procter & Gamble-owned Pantene has released its Singles’ Day campaign, which is called The Breakup Salon, according to a report published by The Drum.

THE DETAILS The ad, which stars Chinese talk show host Jiang Si Da and was conceived by Grey, is designed to celebrate the mood-boosting effect of new hairstyle post break-up.

“Seeing people go from breakup to breakthrough brings life to our brand and ambition,” Mckey Lin, Brand Director at Procter & Gamble told The Drum.

“And being able to provide this platform was a first for our brand. By helping people embrace life changes that start with great hair, this becomes a testament to why great hair changes everything.”

THE WHY? Procter & Gamble, The Drum claims, wants to boost its customers’ confidence and help them move on with their life although, clearly, it also wants to boost sales today, while the world’s biggest shopping event lasts. The US FMCG giant has form with this type of ad – its film about China’s ‘leftover women’ on behalf of its SK-II brand was widely celebrated.

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