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
How to target next-generation leisure seekers:
Jade Akintola, founder of ITA Leisure, is elevating the outdoor goods market...
2
RSVP: Youth & Media Futures Live:
Join us on 25 November for practical insights, exclusive debates and...
3
RSVP: Food & Drink Futures Live:
Join us on 28 October for practical insights, exclusive debates and...
4
Live-stream Market 2021:
The world has changed and with it, the way companies are using live-streams...
5
Five global experts share what’s next for luxury:
After a tumultuous start to the decade, we explore how the luxury sector is...
6
Bio-based Activewear:
Performance apparel and exercise accessories are going plant-based as the...
7
The future of fashion is... farming?:
Allbirds’ head of sustainability, Hana Kajimura, says it’s time for the...
8
It’s time for sustainability to get spiritual:
CogDis is an ethical consultancy with spirituality and imperfection at its...
9
Rebranding Ready-to-drink:
As ready-to-drink emerges as one of the fastest-growing drink sectors, the...
10
Athletic Tourism Market:
Combatting sedentary lifestyles, travel industry leaders are making a play...
11
Fashion Rental Market:
Fashion rental services are evolving to benefit brands and consumers,...
12
Why a hybrid approach is the future of events:
As some regions re-open, the virtual spaces that provided a lifeline for...
13
Contemplative Stores:
Taking cues from places of tranquillity and contemplation, retailers around...
14
SPF’s Skintellectual future:
Brands are pioneering new methods to future-proof skin through hybrid...
15