New SYOSS ad takes a fresh approach to haircare branding
The Thief by Walker Zurich for SYOSS, Switzerland

New SYOSS ad takes a fresh approach to haircare branding

Switzerland – The film, The Thief, describes the commute as a stealer of time.

Article/21347 0da
The Thief by Walker Zurich for Syoss, Switzerland

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
Discover More News
ZZZN sleep apparel system blends biometric data with wearable comfort

News

ZZZN sleep apparel system blends biometric data with wearable comfort

As sleep technology continues to evolve, ZZZN has introduced its Sleep Apparel System – a multi-functional puffer jacket designed to double as slee...
Fashion : Health & Wellness : Design
AI outperforms human therapists in couples therapy study

News

AI outperforms human therapists in couples therapy study

AI may soon play a bigger role in mental health support, as a new PLOS Mental Health study has found that ChatGPT therapists often outperformed hum...
Technology : Health & Wellness : Society
Stat: Younger travellers set sail as the cruise industry gains momentum

News

Stat: Younger travellers set sail as the cruise industry gains momentum

The cruise industry is riding a wave of renewed popularity, driven by a younger, more engaged demographic.
Travel & Hospitality : Society : Health & Wellness
LS:N Global Just Got Smarter

News

LS:N Global Just Got Smarter

Meet our new AI tool, Ember.
The Future Laboratory
James Turrell brings light and space to Saudi Arabia’s Wadi AlFann

News

James Turrell brings light and space to Saudi Arabia’s Wadi AlFann

Saudi Arabia’s Wadi AlFann (Valley of the Arts) is holding a landmark exhibition celebrating James Turrell’s mastery of light and perception as par...
Design : Travel & Hospitality : Architecture
Adidas Originals unveils premium line A-Type

News

Adidas Originals unveils premium line A-Type

Adidas Originals has introduced A-Type, an evolving collection that re-imagines the brand’s most iconic designs with premium craftsmanship.
Luxury : Sports & Leisure : Fashion
Stat: Europeans prioritise wellness over sustainability in food choices

News

Stat: Europeans prioritise wellness over sustainability in food choices

A new survey from the EIT Food Consumer Observatory reveals a declining focus on sustainability in European diets, with only 9% of respondents prio...
Sustainability : Food & Drink : Society
Aesop’s new Hainan store uses algae to elevate the luxury retail experience

News

Aesop’s new Hainan store uses algae to elevate the luxury retail experience

Luxury cosmetic brand Aesop’s latest store, in Hainan, is pushing the boundaries of sustainable design, using algae to create an immersive, ocean-i...
Retail : Beauty : Design
Conceivable Life Sciences is transforming IVF with robotics and AI

News

Conceivable Life Sciences is transforming IVF with robotics and AI

Conceivable Life Sciences – the biotech company using AI to revolutionise IVF – has secured £14.3m ($18m, €17.2m) in funding led by Artis Ventures,...
Technology : Health & Wellness : Society
Stat: Fragrance becomes the second-largest luxury beauty category in 2024

News

Stat: Fragrance becomes the second-largest luxury beauty category in 2024

Fragrance took centre stage in beauty retail in 2024, emerging as the second-largest category in prestige beauty behind make-up, according to year-...
Beauty : Luxury : Retail
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN