It all started with a roommate’s secret: he confessed to blow drying his hair.
Of course, when you hear the words “hair dryer” you immediately think about women. But men are the “closet hair dryers.” They feel pressure to look good as they advance in their careers and meet new people— but they would never admit that.
So does blow-drying your hair make you less manly? Conair says no.
Audience:
Men want to look their best in the decade of first impressions. They are constantly on display be it on dates, job interviews, social outings, work, or everyday-life activities.
Brand Insight:
Conair is the classic, minimal blow dryer that men won’t have to hide.
Target Insight:
“I want to make a good first impression, but going to great lengths to do so makes me feel unmanly.”
Strategy:
For men going through the decade of first impressions, blow-drying their hair is perceived as unmanly and excessive. Conair is the minimal blow-dryer that men aren’t embarrassed to use.
Oh and by the way, I produced this entire spot :)
Strategist: London Halls
Producer: London Halls
Director: Brandon Hemsley
Art Director: Caylee Riding
Art Director: Jennie Ellsworth
Copywriter: Sam Carlson
DP: Josh Contor
VFX: Justin Hemsley
Music: Chris Riding
Awards:
One Show: Silver Cube Award
Utah Addys: Judge’s Choice Award, 3 Gold
Andy: Shortlist