MEAN MOTHER-IN-LAW

TitleMEAN MOTHER-IN-LAW
ClientNIHON CITRUS LABORATORY
Product / ServiceOUGONKA SHAMPOO
CategoryA05. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries
EntrantDENTSU WEST JAPAN MATSUYAMA Matsuyama, JAPAN
Entrant Company:DENTSU WEST JAPAN MATSUYAMA Matsuyama, JAPAN
Advertising Agency:DENTSU WEST JAPAN MATSUYAMA Matsuyama, JAPAN
Production Company:SPACE Kagawa, JAPAN

Credits

Creative DirectorHideki Bando
CopywriterHideki Bando
Advertiser's SupervisorKen Suzawa
PlannerHideki Bando
Account ManagerMitsuo Ozaki/Mitsuo Matsumoto
DirectorKenji Fukumoto
ProducerHiroto Tada
EditorKenji Fukumoto
Sound Design/ArrangementTakashi Watanabe/Hisashi Kumagai/Masahumi Watanabe
Music Artist/TitlePresstone
Art DirectorHideki Bando/Akira Oka
Other CreditsKohei Endo(Cg)/Takeshi Hasegawa(Production Maneger)

Brief Explanation

This ad campaign originated from the concept that washing their hair is an important way for women to relieve stress and reset themselves. As a theme, we chose the strained relations between women who live with their mothers-in-law, a common cause of stress for women in their thirties and forties – the main target of this campaign. Employing a surprising conclusion, we illustrated the main features of OUGONKA shampoo, its foam with superb cleansing powers and refreshing citrus fragrance, by enveloping the stressful troubles in foam and boldly rinsing them away. The client, Nihon Citrus Laboratory (NCL), is the producer of OUGONJU - a hair restorer that has drawn considerable attention in Japan. The product’s characteristics are its citrus fragrance and high level of usability due to its refreshing natural ingredients. The client decided to manufacture OUGONKA shampoo in order to maintain an even cleaner scalp and help increase the hair restorer’s effectiveness. The task given us was to create a TV ad that would not only separate the product from those of its competitors, but also deliver an impact that major health care manufacturers would definitely not utilize.