New campaign: Remington

Marketing 11-Oct-06

Remington is challenging the 'inner beauty' wave of advertising pioneered by beauty brands with a campaign using the strapline 'It's what's on the outside that counts'.

The pan-European work, which will take in TV, outdoor, cinema and
digital activity, breaks on 13 October. In cinemas, it will run around
fashion flick The Devil Wears Prada. The ad features a dishevelled young

woman, who falls over in the street and hurts her leg. No one stops to

help until she uses her Remington hair straighteners, whereupon a group
of men rush her to hospital. Once she gets there, a dowdy girl is kicked
out of bed so the straight-haired heroine can have it.

Creative agency: Grey London

Media agency: MediaCom.