Description
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As part of the very successful pan-European brand advertising campaign "It's What's on the Outside that Counts", Remington are … read morelaunching a new ad created by Grey London. With a brief to establish Remington as the first fashion/beauty brand in electrical grooming the new campaign looks to challenge perceptions of the brand in consumers' minds and drive interest in the entire Remington range, as well as the featured products.
The controversial and highly topical campaign uses the strapline, "It's what's on the outside that counts" and already consists of TV and cinema ad, "Hobble" and a hugely successful viral, "Haute Couture" featuring Stefane Monzon a designer of follicular fashion. The latest ad, "Twins", is male focused and continues to challenge the worthy, but false platitudes about good looks. 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:
Between 2004 and 2005 there was a 44% increase in the number of men opting to go under the knife
Less attractive men earn 15% less than their more handsome colleagues
Good looking children get more attention and better grades from their teachers
Handsome or beautiful defendants are less likely to be convicted of a crime
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!"
"Twins" is a mini documentary in the style of Michael Apted?'s famous 7Up series. In it we see a pair of twin boys as they grow up and on into adulthood. Despite being identical twins, with exactly the same background, upbringing and life chances, clean-shaven Elvio and mustachioed Pablo's lives are in stark contrast. Elvio is much more successful; from the amazing house he lives in, the car he drives and his "Miss Argentina" wife. In contrast Pablo still lives with his mother, ironically has an assistant's job at a local barbershop and drives an old pass-me-down from his brother. The film ends with the campaign line "It's what's on the outside that counts". The full 4 and a half minute version of the documentary is on the website: www.pabloandelvio.com. Shorter versions of 2 minutes and 40 seconds will run on TV and cinema. The website will go live on Monday 13th and has been created by Grey London
"Twins" will air on TV from 13th November and will run throughout the showing of the latest must see film, "Casino Royale" from November 17th. "Hobble" which has currently only been running in cinemas will also break on TV on November 13th. The campaign continues to run throughout Europe.
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