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Imogen Watson

senior reporter, creative

Alessandro Manfredi

executive vice president

VO5: Anything Goes by Adam&EveDDB

Client: VO5
Date: May 2021
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After a year of ‘anything goes’ barnets and with apathy around one’s hair at an all time high, VO5 is telling men ‘If you’ve got hair, care’ in a new campaign for the Unilever-owned brand, the first above-the-line work aimed specifically at men for five years. The campaign is launching as lockdown eases and with the Euros on the horizon - the perfect time to re-invigorate men’s love for their hair as they begin to venture out again, and get those much needed haircuts.

Created by Adam&eveDDB, the campaign introduces VO5’s new brand ambassador, Terry (Terrance to his mother). Terry has reached the stage in life where he has somewhat less hair on the top of his head. But instead of getting rid of what’s left, he is determined to honour and care for it – and he wants other men to do the same.

We meet Terry as he sits in the chair at his barber’s, telling viewers ‘every follicle’s a blessing . . . and that’s why I take care of mine’. He asks the barber for ‘just a bit off the top, mate’ but before the scissor can meet the tuft, Terry stops him saying ‘Not that bit.’