TRESemmé
Hair Under Control
In Egypt, many women struggle with hard-to-manage hair. But with an audience notoriously resistant to traditional brand messaging we needed a strategic and culturally resonant approach, to cut through the noise.
We redefined the idea of hair drama by likening it in language to a toxic relationship, something deeply relatable to our audience. The campaign featured beloved Egyptian actress Jamila Awad, known for her naturally frizzy hair on camera, to bring relatability, authenticity and emotional impact to the story.
Result:
Bronze – MENA Effie Awards, 2017
Translated Script:
He’s always controlling me,
What I look like. How I act.
I’ve tried everything.
In many instances, he just takes over and plays with my mind.
And when I’ve had it…
[shaves the carpet plot twist]
Until I took back control.
My hairdresser showed me how.
With Tresemmé 7-day Keratin Smooth, don’t let your hair control you.
You hair under control.
