Saatchi & Saatchi, Germany created these speculative (i.e., unsolicited) Head & Shoulders ads that cheekily use the theme of childhood trauma.
The copy, “Some things even we can’t get out of your head,” is used with scenarios that would scar a child for life.
This includes walking in on grandma in the shower, having your pet run over by a truck in front of your eyes, and discovering a whole chicken head in your fried chicken meal.
I can understand why this campaign would not get picked up, because it might actually scare children away from using Head & Shoulders!
The art direction of the ads is by Patrick Ackmann and the illustration is by Richard Wilkinson.
Key Themes Behind This Trend
- Emotional Advertising
- Opportunity for brands to create ads that tap into deep emotional experiences and resonate with consumers.
- Shockvertising
- Potential for brands to use shocking and provocative content to grab attention and create strong brand associations.
- Subversive Marketing
- Possibility for brands to challenge societal norms and expectations through unconventional marketing tactics.
Where This Applies
- Advertising
- Opportunity for advertising agencies to explore innovative and creative strategies that break from traditional norms and capture audience attention.
- Consumer Goods
- Potential for consumer goods companies to differentiate themselves by creating bold and memorable advertising campaigns that resonate with consumers.
- Fast Food
- Possibility for fast food chains to disrupt the industry by using unconventional and shocking marketing content to stand out in a crowded market.
