In my Ad Copywriting class I needed to create a campaign for Just For Men. Below is the campaign strategy, campaign proposal, 3 mock ads, and a radio spot I created.
CAMPAIGN STRATEGY
Client/Product: Just For Men
PRODUCT DESCRIPTION
In REALITY: Quick and easy-to-use hair dye.
As PERCEIVED: Only for men, cheap, and not as good as women’s hair dyes.
The COMPETITION: Hair salons and other hair dyes including Clairol for men.
Why are we advertising?
The problem is:
Men believe that the product will make their hair look unnatural.
What is the main message of the advertising campaign?
The COMMUNICATION OBJECTIVE is:
Tell consumers that the product looks so natural that no one will know that they colored their hair.
Who are we talking to?
The Target AUDIENCE is: Demographically, Men 35-55, low to middle class.
Psychographically, Men who care about their appearance and what other people think of them. They want to look younger, but don’t want anyone to know that they color their hair. They want people to see them, not their gray hair.
>> Reasons to Believe
The BENEFIT to the consumer is: Just For Men looks natural, so no one will be able to tell that men colored their hair.
The product can SUPPORT this because: It only targets gray hairs, leaving the rest untouched. There are enough shades to match the consumer’s natural hair color. Also, there is no damage to the hair since there is no ammonia or peroxide.
CAMPAIGN PROPOSAL
DESTROYING THE EVIDENCE
DESTROYING THE EVIDENCE
Articulate the concept:
Men are destroying the only evidence that they color their hair.
Describe the execution:
The ads will show different humorous ways that men destroy the evidence that they used Just For Men
NO ONE WILL EVER SUSPECT THAT YOU COLORED YOUR HAIR
My mission was simple. Drive to the dumpster on the other side of town to throw away my Just For Men box. Just before I toss the box into the dumpster, I look around to make sure that no one is around. As I walk away, I laugh to myself and think of all the compliments I have been getting lately about my hair. No one suspects that it’s all because of Just For Men. Whose going to know I have gray hair.... no one. Please recycle your box responsively.
My mission was simple. Drive to the dumpster on the other side of town to throw away my Just For Men box. Just before I toss the box into the dumpster, I look around to make sure that no one is around. As I walk away, I laugh to myself and think of all the compliments I have been getting lately about my hair. No one suspects that it’s all because of Just For Men. Whose going to know I have gray hair.... no one. Please recycle your box responsively.
Make your age top secret
RADIO SPOT
Title: The Alley
Length: 60 sec.
THERE ARE TWO MEN TIPTOEING BACKWARDS IN AN ALLEY.(Two sets of footsteps are heard with some sleuthing music) ALL OF A SUDDEN THEY BUMP INTO EACH OTHER. (Smack!)
SPEAKING AT THE SAME TIME
Title: The Alley
Length: 60 sec.
THERE ARE TWO MEN TIPTOEING BACKWARDS IN AN ALLEY.(Two sets of footsteps are heard with some sleuthing music) ALL OF A SUDDEN THEY BUMP INTO EACH OTHER. (Smack!)
SPEAKING AT THE SAME TIME
SMITH: Oof! Excuse me
DOE: Oh! Sorry
SMITH: I wasn’t expecting company in an alley.
DOE: Well neither was I.
SMITH: What are you doing in the alley in the middle of the night anyways?
DOE: Nothing! What are you doing here?
SMITH: Oh, nothing, just some recycling.
DOE: Then why are you wearing those big sunglasses... it’s pitch dark out here.
SMITH: Probably for the same reason you are wearing that ridiculous hat and trench coat.
DOE: Well that’s.... top secret information.
SMITH: What’s so important it couldn’t wait till the morning?
DOE: Yeah, like you needed to throw out your recycling at 3 o’clock in the morning.
SMITH: Well I didn’t want anyone to see what I was recycling.
DOE: And that would be??
SMITH: Well, it’s my (Mumbling under his breath) Just For Men box.
DOE: Your what?
SMITH: (Still mumbling) my Just For Men box
DOE: What?
SMITH: (Shouting) My Just For Men box!!
DOE: oh... (Stuttering) well... Here’s my box.
SMITH: Seriously?!?
DOE: Yeah, no one suspects that I’m a jet black... and I want to keep it that way.
SMITH: I know what you mean, I’m a light medium blond and I won’t throw out the box within a 10 mile radius of my house!
DOE: So I guess this is where we part ways?
SMITH: It is.
DOE: Good night... Don’t use this same alley again
SMITH: Good night.
CAR DOORS OPEN AND CLOSE. CARS DRIVE AWAY
ANNR: Your hair will look so good that the only evidence left will be the box. Just For Men. Make your age top secret. Please recycle your box responsibly
