Bed Head Smashes Conventions with Innovative Ad

Bed Head disrupts hair care advertising by breaking the fourth wall in a new ad campaign, showcasing real-life situations with their versatile products

Bed Head Breaks the Fourth Wall in Convention-Smashing Ad

Hair care brand Bed Head has taken a bold step in advertising by breaking the fourth wall in its latest gritty and unconventional ad promoting the ‘After Party Super Smoothing Cream’. This move, developed in collaboration with the creative agency Lucky Generals, exemplifies Bed Head's commitment to disrupting the hair care sector with innovative and relatable campaigns.

Embracing Real-Life Situations

The 30-second spot captures the essence of Bed Head’s disruptive spirit by showcasing real-life situations where the versatility of its products shines. By stepping away from traditional advertising tropes, Bed Head manages to connect with its audience on a more personal level, making the ad not just about the product but about the experience of using it.

The Campaign Rollout

The campaign is built around two hero films, with the first, ‘After Party’, leading the charge. This will soon be followed by ‘Resurrection’, ensuring that the innovative messaging continues to resonate with the audience. In addition to these hero films, the campaign includes five ‘how-to-get-the-look’ tutorial films, providing practical tips and tricks for users to achieve their desired styles using Bed Head products.

A Fresh Approach to Hair Care Education

Katie Westerby, Bed Head’s senior marketing manager, highlighted the uniqueness of this campaign strategy. “The Lab of Life thinking and breaking the fourth wall to bring hair necessities into the real world felt like a really fresh approach to educating audiences about hair styling and care products; allowing us to stand out in the category and behave in an unconventional, disruptive, and distinctive way that feels uniquely Bed Head,” she said.

By intertwining real-life scenarios with a direct, engaging advertising style, Bed Head is setting a new standard in the hair care industry. This campaign not only promotes their products but also reinforces their brand identity as a leader in innovation and creativity.