FCB Joburg’s team of Creative Directors Nobantu Sibeko and Khanyi Mpumlwana, Art Director Naledi Manama and Copywriter Shannon Koor wanted to show how the Easy Waves Moroccan Oil haircare range gives users bouncy, loose curls that they can style every day. As such, they created a campaign with an above-the-line focus.
Amka Brand Manager Shaylene Ramlakan, explained, ‘The current trend is for Black women to keep their hair in its natural form or wear weaves. However, going ‘au naturel’ is not for everyone and there are women who want to have natural-looking hair but find their own textures difficult to maintain.’
The FCB Joburg team catered to these consumers by telling the story of a young woman who becomes suspicious when she starts seeing her friend’s boyfriend with ‘different women’. As a private eye would, she begins trailing him and building her case. When she has enough photographs, she confronts ‘the other woman’ but – to her surprise – it’s been her friend all along. Thanks to the Easy Waves Moroccan Oil range, she’s been able to restyle her hair and unwittingly dupe her friend.
Shot by Director Kit of Hey Darling Films over one day in Parktown, the 30-second TVC is flighting on ETV, SABC, Home channel, MTV Base (Via-Com), DSTV, ENCA and VIA Channel from September this year. It will run for 12 months in this format, supported by a 10-second cut-down and print campaign.
