Spring sprung just in time for our ad of the month shortlist, with eight top ads battling to be named March’s most popular campaign. Congratulations to OMD UK and Mr Muscle for locking in the victory with a hair-raising contextual campaign!
Using clever placement to turn readers’ expectations on their head, Mr Muscle’s campaign under hair and beauty editorial spotlights beautifully luscious locks…until you look more closely!
Commenting on the campaign, Mr Muscle marketing manager Jessica Derbyshire said: “Speaking on behalf of the Mr Muscle team, we’re very proud to have won this award and see it as a testament to the bold and disruptive approach that we elected to take.
“The new campaign uses the human truth of hair clogging the pipe and turns it on its head. We’re intentionally defying category norms to drive an element of surprise, surfacing in ways and places that are unexpected for a Drain brand to further the objective of driving penetration.
“News brands were the perfect partners, allowing us to contextually appear around beauty and hair content, building our relevance with our audience.”
Well done also to Adam Crow from EssenceMediacom, who bagged a £50 Amazon voucher in our monthly prize draw — congratulations!
See all eight shortlisted ads from March’s ‘ad of the month’ .
