Brylcreem had become very dated, so our brief was to appeal to young guys who want to look cool without resorting to over-the-top, posers’ haircuts. The star of the advert was cast in a MySpace competition, as was the band. After a gruelling period of training and countless takes, our star did us proud. We launched the ad online complete with a making-of documentary and an album of tracks from the competition. After cinema we used TV and interactive TV to help draw more people into our community.
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