Unilever’s VO5 Extreme Style hair styling product was promoted in the Pliktisijiteur Pageant, a multi-platform advertising campaign using social networking sites, online advertising, blogger outreach alongside a television campaign. “Pageant”, the commercial, is set in a small, stable rural community whose peace is disturbed forever.
The first instalment in the campaign, a 30 second unbranded teaser, advertised the community’s annual pageant in which the younger men compete in front of their peers. Click on the image below to play the teaser video in YouTube (HD)
Elements released on Facebook (facebook.com/VO5ExtremeStyle) and on television reveal what happens when Luke, one of the men, uses VO5 to stand out from the crowd. Click on the image below to play the Break The Mould video in YouTube (HD)
Click on the image below to play the 90 second extended version of “The Pliktisijiteur Pageant video in YouTube (HD)
The Documentary, The Truth about the V05 Pageant, introduces us to the real characters from the VO5 Extreme Style ad. What do the villagers think of Luke’s new hairstyle? What do they get up to when they’re not having a pageant? And what is it with all that butter-churning? This documentary will finally answer those important questions for once and for all. Click on the image below to play the documentary video in YouTube (HD)
Click on the image below to play the Hair Styling Tips – Pomade video in YouTube (HD)
Click on the image below to play the Hair Styling Tips – Gel video in YouTube (HD)
The Pageant campaign was developed at Euro RSCG London, by executive creative director Nick Mahoney, creative director Dominic Gettins, copywriter Harry Stanford, art director Mike Insley, agency producer Jo Charlesworth.
Sound was produced at 750mph, London. Music is “Word Up” by Cameo (Blackmon and Jenkins), performed by German punk band Boss Hoss (30 second version), and London band Chavo (extended 90 second version), arranged at MPM.