What do we use cookies for?
We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.
New SYOSS ad takes a fresh approach to haircare branding
Switzerland – The film, The Thief, describes the commute as a stealer of time.
The advert combines stylised imagery with an engaging script, and talks about how commuting takes away precious time that could be spent on morning beauty regimes.
‘My daily commute is a thief, a burglar who steals away my precious time,’ the voiceover says. ‘It shows no mercy. It steals my breakfast, my long, hot shower and that priceless me time I need to do my hair.’
The ad was created by Walker Zurich as part of haircare brand SYOSS’s Switzerland-based 2017 Get SYOSSED campaign.
‘With this film, we wanted to create something that was different from the usual mould that hair ads stick to,’ Pius Walker, creative director at Walker Zurich, told AdWeek.
The Big Picture
- By moving away from the cliches typically associated with haircare branding, SYOSS has created a campaign that consumers can relate to more
- For more on how brands are moving away from traditional forms of authenticity, see our Anti-authenticity Marketing macrotrend
Most Recent
1
Data Commerce Market:
People are regaining control of their data through a new digital economy...
2
Togetherness Travel:
With modern families and friends dispersed across the world, people are...
3
SMS is changing the face of customer service:
Brands and retailers are using SMS to offer their expertise as a personal...
4
TikTok is the future of global marketing:
Influencer marketing expert Alessandro Bogliari examines how TikTok can be...
5
Healthy Snacking Market:
Urbanisation and an increasing preference for convenient, on-the-go food and...
6
Piercing Pioneers:
Brands are modernising the coming-of-age ritual of piercing for a new...
7
Interactive listening:
Technology devices are becoming central to the listening experience, with...
8
DTC Directories:
A crop of third-party platforms are offering new ways to filter through the...
9
At-home Epigenetics:
As research into the field of epigenetics advances, new at-home testing kits...
10
Baby Boomer Travel Market:
Highly independent and driven by a hunger for knowledge, the over-55s are...
11
Generation Z Stores:
A youth boom is set to shake up bricks-and-mortar shopping, so retailers...
12
Democratising skills through 5G:
Professor Mischa Dohler of King’s College London explains how AI-powered...
13
Neo-food photography:
Meet the four food photographers skewing ideas of perfection and health in...
14
Middle Man Beauty Market:
As the men’s beauty category gains wider acceptance, the category is...
15