ghd runs risqué viral campaign in Christmas push
- Added:
- Dec 18, 2007
Hair products brand ghd has launched its first viral campaign in the run up to Christmas.
Independent online advertising sales house w00t!media brokered the two-month deal for the campaign to run across viral marketing specialist GoViral’s network of seeding points. MediaVest Manchester is the largest billing media planning agency outside of London and is behind the campaign.
The risqué online spot is part of a wider series of TV and print ads following ghd’s ‘A new religion for hair’ theme.
Emily Beresford, Head of Online Display at MediaVest Manchester said: “The online elements of the campaign were launched before the TV and press campaign broke to create a buzz amongst the core target audience. w00t!media offered us a platform to talk to the real fashonista’s that are key to a brand like ghd. The campaign has been a great success.”
The black and white minute-long film clip, entitled ‘When I grow up’, shows three children playing in a field. The boy is then seen deciding which girl he likes best - a curly haired blonde or straight haired brunette. The boy skips away hand in hand with the blonde, leaving the straight haired girl to wish for a head of curly hair when she grows up so she can have her revenge and reject him using surprisingly adult language.
The ghd ‘Thy will be done’ strapline then appears on screen.
“ghd has managed to combine the look and feel of its overall campaign with a fun and unexpected twist,” said Dan McDevitt, Director of w00t!media. “This clip has already been a hit on over 80 sites with around 200,000 plays.”
http://www.youtube.com/watch?v=ZDniteAvarQ