Head & Shoulders

PXP / Publicis Groupe

Amazon’s Thursday Night Football Integration

Dandruff causing Microbes are on everyone’s scalps… even in NFL Stadiums.

In order to wash them down the drain, we sent out the bat call to Troy Polamalu and Aidan Hutchinson to tackle these microbes head on.

To drive curiosity and engagement, we shook up Thursday Night Football by airing our spots between live TV broadcasting and commercials breaks, blurring the lines between media.

THE CHASE

Our action packed chase finale aired during the TNF Bengals x Steelers Game.

The Recruitment

To Troy, a microbe tackle is light work. This time around, however, there were just too many causing a ruckus.

Prior to the finale, Troy knew he needed backup. Aidan Hutchinson answered the call.

Plus, we were able to put two grown men in an ice bath together, which is always fun.

COMMERCIAL BREAKS & Postgame

For game night authenticity, we pretended to be a live broadcast after a commercial break.

In close up shots of fans in the stands, we had our microbes placed about… inconspicuously… but not really. Because it got pretty itchy for a few folks.

But- have no fear! Itchiness prevention is here!

Post-game, Troy remained steadfast in protecting the stadium and fans from microbes.

Shoo, microbes, SHOO! Can you believe those guys?

Socials

In the aftermath, Troy took to his socials to connect the dots and confirm that Head & Shoulders can keep those dandruff causing microbes at bay.

THE MICROBE

In order to drive home the importance of a good shampoo/conditioner combo, we had to bring our mischievous microbe to life!

We created 4 Microbe suits* with LegacyEFX - 2 with intent for taking tackles by H&S’s very own Troy Polamalu, and 2 with intent to serve as “mascots” to walk around games, hang out with our influencers, and use for stills shoots.

*details available upon request.

Bottle Pack art

In tandem with producing on the 1st unit, I also produced our 2nd unit Stills Shoot.

These stills are not only being utilized for KV’s, but also to create trading bottles! Like trading cards, but.. shampoo bottles!

Key Visual

TACKLE DANDRUFF EVERY WASH

WITH HEAD & SHOULDERS

Brand: Head & Shoulders

Production: Division 7

Director: Kris Belman

Agency: Saatchi & Saatchi

Creatives: Richie Glickman (ECD), Jon Bellinger & Anthony Chelette (CD), Charlie Malone (Copywriter), Alyssa Malak (AD)

Executive Producer: Liz Sloane

Associate Producer: Olivia Gutierrez

Edit: The Den

Post: Harbor Picture Company

VFX: Company3

Stunts: Jigsaw Entertainment