This touchy-feely ad for Pantene got installed between two moving staircases. When people would go up or down, they could brush their hands through the hair and feel the effect of the shampoo. The slagon reads: “Silky touch. Irresitibly smooth”. I’m pretty sure that would have worked for the first 500 passers-by, but if it’s a crowded place, which I’m sure Shanghai is, then I doubt the silky smoothy experience would last. Sweaty hands, remains of food etc… I don’t want to be the last one to touch that hair, that’s for sure.
But I like the idea. Nice work.
Agency: Lem, Shanghai, China
Art Director / Photographer: Linhua
Copywriters: Aronix, Gann