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14 August 2019

Grey matters.

by Syd Briscoe

Pantene Pro-V: “The Power of Grey” - 60s

Pantene Pro-V encourage customers to embrace the 'power of grey' in their latest commercial. The assured cast challenge the concept of ageism in the beauty industry, asserting that going grey has left them feeling more like themselves than ever before. Given the strides towards inclusiveness in other areas of this sector, we can only hope it's the start of a trend.

Furthermore, the absence of music or intrusive VO lets the personalities of the cast shine through. This gives what otherwise could have been a typical case of style over substance some welcome character, and suggests the brand are willing to hear what their target market has to say rather than rely on the ol' flick of the hair.

Creative Agency: Grey London Ⓟ Ⓦ
Creative: Lex Down ♀ Ⓟ / Claire Summerlin ♀ Ⓟ
Agency Producer: Talia Shear
Film Production: RSA Ⓟ Ⓦ
Director: Alyssa Boni ♀
Producer: Emma Cairns
Cinematographer: Claudio Napoli
Editor: Claire McGonigal ♀ Ⓟ Ⓦ @ Final Cut Ⓟ Ⓦ
Post Production: Gramercy Park Studios Ⓟ Ⓦ

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