Curly and wavy hair needs special care and apparently a special dance. That’s the message behind Old Spice’s new campaign for its Wavy Curly lineup of products.
The “Curls are Cool” campaign, from Wieden+Kennedy Portland, celebrates all things curly with a spot that shows the magic of the all-new Wavy Curly line. The brand points out that nearly 40% men have wavy or curly hair, but many major grooming brands have brushed them off, leaving them to compensate by using their partner’s products, which can lead to unflattering results.
The hero spot for the campaign shows an afro-wearing man buying Wavy Curly products at a bodega. The wavy-haired owner takes a $10 bill and notices that Alexander Hamilton’s fine coif is thumping to the beat of an infectious tune. Soon, the hair of every patron of the bodega bounces to the tune and they all start dancing, some with animated characters. When a man walks in with slicked back hair, it’s obvious he doesn’t belong at the party.
The Wavy Curly lineup features shampoo, hair moisturizer and leave-in conditioner. This is the first in a wave of quirky new advertising from W+K for the Old Spice brand.