Procter & Gamble has launched a new campaign for Nice 'n Easy hair color that casts The Office's Angela Kinsey as a "Guardian Girlfriend" who gives advise on hair coloring.
In one spot, GiGi, as she's called for short, pops up in a mirror's reflection and tells a woman her friend lied to her when she told her the hair color she chose suits her. "Why settle for flat when you can get that?" asks the high-spirited Kinsey at the spot's close.
In a second ad, for Root Touch-Up, she convinces a woman to get rid of her beret, which she's using to cover her roots. Barry Levinson directed both commercials.
"She was designed to be a straight-shooting best friend, with a little bit of a genie thrown in," said Kathleen O'Brien, creative director on Clairol at Grey in New York, which created the campaign, of Kinsey's ad character. "She knows when a woman is going to make a mistake."
Tara Brown, associate marketing director, North America hair color, P&G beauty and grooming, said the campaign strategy grew out of consumer research that showed even the most experienced at-home hair colorists doubt their choices in hair color and find the process intimidating. "Nice 'n Easy aims to help women find their right hair color solution that can make a world of difference to their look, their outlook and their confidence," said Brown. "This campaign brings the brand's personality to life with a bit of wit and a relatable voice that can only be Nice 'n Easy."
This is the first completely new ad direction for Nice n' Easy in five years. The last campaign for the Clairol brand stressed natural, real-looking hair color and initially featured the '70s disco song "Got to Be Real" by Cheryl Lynn.
Print ads shot by Peggy Sirota feature Kinsey in lighthearted scenarios.
The campaign will also include a Web site created by Resource Interactive that will feature the GiGi character, as will in-store materials.
The commercials break on cable and will expand to networks later this summer.
P&G spent $53 million in media supporting Clairol Nice n' Easy last year and $97 million through March 2009, according to Nielsen.