Bed Head Breaks the 4th Wall to Fix Real-Life Hair Disasters

In its latest work for Bed Head, Lucky Generals is focusing on the company’s disruptive approach to hair care and the power of its products, by blowing up the conventions of advertising in the hair and beauty sector and developing a strategy based on Bed Head’s products being created in the 'Lab of Life'. 

The thinking says that real-life hair solutions come from real-life hair tragedies. And these are reflected in the creative, which uses real-life situations and directly addressing the audience to demonstrate the power of Bed Head products to turn a potential disaster of a do, into a beautifully coiffured inspired style - no matter where you are. 

Rather than a tutorial from an expert like conventional hair care ads, our heroes speak directly to the audience, demonstrating the product but keeping the tone conversational and informal.

In 'Resurrection', a group of mates enter a chippy where a girl visibly retreats from her own hair as the word 'fried' appears in her eyes. Having had enough of the view, she breaks the 4th wall and says to the audience, “Urgh, it’s the food that’s supposed to be fried, not my hair”.  Suddenly, the chip shop fades into the background, and a salon setting appears where she washes the dirt of the night out of her hair and brings it back to life.   

In 'After Party' a girl being bored senseless by a conversation with a twerp uses the breaking the fourth wall conceit to not only fix her hair, but also get away from the tedious chat. 

The campaign will include two VOD films 'After Party' (released today) and 'Resurrection' (releases at a later date) and, five ‘How-to-get-the-look’ tutorial films, OOH and digital assets.

Katie Westerby the senior marketing manager at Bed Head, said, “The Lab of Life thinking and breaking the 4th wall to bring hair necessities into the real world felt like a really fresh approach to educating audiences about hair styling and care products; allowing us to stand out in the category and behave in an unconventional, disruptive and distinctive way that feels uniquely Bed Head.” 

Lewis Mooney, creative director, Lucky Generals, said, “Bed Head is the hair brand that breaks the rules and does their own thing, so naturally we wanted to continue this tradition by breaking the rules and conventions of hair product demos. Not only do we want to inform and educate through our demos, but do it in a way that resonates with our audience, entertains them and communicates what the Bed Head brand is all about.”