Naked model stars in OgilvyInteractive viral for Sunsilk

by Jennifer Whitehead, Brand Republic 22-Jul-05, 15:00

LONDON - A naked model and the line 'nice pecs, shame about the hair', is at the centre of a viral push for Sunsilk Styling products, created by OgilvyInteractive.

The viral has been distributed via a simple text email to 55,000 women on the Unilever mailing list. It links to a movie showing a naked man called Max using Sunsilk Styling. But instead of using them on his hair, he starts to rub them over his body and find other somewhat inappropriate uses for a product labelled "anti-drop".

It ends with the line: "Sunsilk. Sensible styling tips and advice for girls."

It is the first viral campaign for Sunsilk, and was released with the aim of engaging younger consumers across Europe, on whom traditional media does not have the same impact.

Other elements of the campaign include a website, that has launched in Belgium, Ireland, Finland and the UK, with a roll out to the rest of Europe during August and September. The campaign will extend to Australia before next year.

Upcoming interactive work will help launch Sunsilk's new Colour Enhancement range as well as support variants in the Wash & Care range.

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