Remington: Hobble

Description
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On 13th October, Remington will launch a new pan-European brand advertising campaign, created by Grey London. With a brief to establish Remington as the first fashion/beauty brand in electrical grooming, the campaign will consist of TV, cinema, outdoor and viral and uses the strapline, ?It?s what?s on the outside that counts?.

For the first time in many years, Remington is investing in brand rather than product advertising. With the new campaign Remington is looking to challenge perceptions of the brand in consumers? minds and drive interest in the entire Remington range, as well as the featured products.

The new campaign is controversial and highly topical and challenges the worthy, but false platitudes about beauty: it?s what?s on the outside that counts. Forget about inner beauty. In the real world it's exterior beauty that counts. Fashion and beauty brands inevitably shy away from admitting this, but let?s face it: why else do people buy them? Remington has taken a huge leap and admitted one of the fundamental truths of life: the better you look, the easier life becomes for you. Better looking people are happier, richer and more successful than their plainer counterparts. And in the battle to look good, it's important to be armed with the right grooming tools.

Take a look at the facts:
? Last year plastic surgery procedures in the UK increased by 35%1
? Overweight women earn approximately 5% less than their good looking peers2
? Good looking children get more attention and better grades from their teachers3
? Handsome or beautiful defendants are less likely to be convicted of a crime3
? A survey of 5000 women on behalf of Grazia magazine found that the average woman thinks about her body more times than the average man thinks about sex!

Karen Shepherd, International Marketing Director for Remington says ?All of us can relate to a situation in our lives when we?ve made an effort with our appearance and it has made us feel different. Looking good makes people feel good and gives them more confidence to be happier and achieve greater success. Remington is giving a voice to a controversial reality and empowering people to take charge of their looks!?

The campaign will launch on October 13th with an execution titled ?Hobble?, this will initially run throughout the showing of the latest must see film, ?The Devil Wears Prada? and will appear on TV from 13th November. The spot sees a disheveled young female fall over on the street and hurt her leg with a lot of people walking past and not helping her. Upon hobbling back to her apartment she transforms herself with a pair of Remington hair straighteners and is rushed to hospital by a number of very helpful and willing males. Once she reaches the hospital the doctor carries her to a bed already occupied by a very unkempt and dowdy girl who is promptly asked to vacate the bed for the more beautiful girl.

?Hobble? will be followed by a second execution, ?Twins? which will run on TV from 13th November and on cinema throughout the showing of ?Casino Royale? from 17th November. There will also be an outdoor execution. The campaign will run throughout Europe.


Creative Commentary
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