Rejoice Shampoo (japan) - strategy visual that feels good

procter & gamble, the company that makes rejoice shampoo is very much well known for their use of demonstrations in their commercials. demonstrations are devices that visually demonstrate the product function, in most cases the superior product performance of their brands.

this rejoice shampoo commercial features a demonstration of the kind of hair that rejoice shampoo gives it's users - smooth hair. in some other markets, they use a comb demo where the commercial cuts to a scene where the model is back to the camera showing her long hair, they place a comb at the top of head, release the comb and the comb effortlessly slides down the hair on it's own.

this commercial in japan shows the same kind of idea, in advertising speak, it's called strategy visual to show just how smooth the girl's hair is.

disclaimer : i really don't know if this is a real commercial or maybe it's a spoof or some kind of home video. it's too racy for procter & gamble. procter & gamble a few years back has declared war on boring commercials. they are known to favor very effective ads but they almost always turn out to be boring ones to the general public and compared to other ads in the market. a few years back, p&g management released a policy asking their ad agencies to drop the drab ads and go into more daring and creative ads.

is this japanese commercial one of those daring ads? or is it just a spoof? i think it's the latter, but it's here because it's fun to watch.



if this is a real tv ad and was actually aired in japan, i would think it's a polarizing ad at minimum to it's a WAWAM!. not sure the women will find the ad amusing. the men definitely will find it amusing but the men are not the primary target market of the brand.