ASIA-PACIFIC – JAPAN, AUGUST 5, 2013 – Procter & Gamble has rolled out the third in its series of brand-focused videos developed by Grey Japan for the Japanese market.
Dubbed ‘The Pantene Effect’, the campaign presents an everyday and relatable situation while taking an optimistic tone better appeal to Japanese consumers.
It tells the story of two girls working as snowboard instructors at a ski resort in u faced with daily hair woes from damaging UV rays and dry air. Lending a helping hand, the consumer goods giant delivers a P&G Blue Box containing Pantene products to their dorm to help them treat their damaged hair. The changes this effects on the instructors are there for all to see: The pair becomes brighter and happier as their hair condition improves.
Grey noted that the challenge lay in executing a series of before-and-after videos since Japanese audiences favor subtlety and nuance over the more overt or aggressive manner in which campaign messages are relayed in Western markets.
Accordingly, the agency kept the tone authentic and relevant by highlighting ordinary, relatable situations that Japanese face daily.
Two earlier videos, ‘The Ariel Effect’ and ‘The Everyday Effect’, dealt with hard-to-remove stains and household odors as seen through the eyes of aspiring chefs and young mothers respectively.
Agency: Grey Tokyo
Creative Director: Kanji Miyagawa
Art Director: Shiho Kurihara
Producer: Jaeyoung Ha
Account Directors: Yukiko Ochiai, Junko Igarashi
Account Supervisor: Sakiko Horikawa, Tai Kenneth
Director: Tsuguhito Fujioka
DOP: Kozo Natsumi
