Recipe Creates First Afro Hair Ad to Air on British TV This Christmas

The first ever UK television ad for an Afro hair care brand aired this weekend.

It's been made by creative agency Recipe for Afrocenchix, the UK’s leading natural Afro hair care brand.

The commercial, ‘Get it Right This Christmas’, aired on Channel 4 and will run for the month of November.

It follows a woman who is in a bit of a twist as she tries to get her naturally coiled tresses in shape for Christmas Day. Her comb and bristle brush fail to do the trick. But her kinky curls get just the boost they need when a friend delivers an Afrocenchix gift sent just in time for Christmas. The amazing products are a breath of fresh hair, allowing her to “unleash new found confidence for her big debut."

Recipe and Afrocenchix saw this as an opportunity to champion local talent and reached out to unknown spoken word artist, 22 year old Aicha Therese from South East London, who wrote the poem for the ad, inspired by Clement Clarke Moore's 'Twas The Night Before Christmas'.

Rachael Twumasi-Corson, CEO of Afrocenchix said: “We’re ecstatic to put positive representation on television in the form of a relatable hair story. It’s great to have worked with up and coming poet Aicha Therese for the project and I can’t wait to see how the first ever Afrocenchix Christmas ad on TV is received!”

Rebecca Montgomery, head of creative production at Recipe said: “We wanted our creative process to galvanize the essence of what Afrocenchix represents to deliver a campaign that would emotionally connect and resonate with their consumers. We see this ad as an important moment for the British ad industry and hope that it will help lead to greater diversity on television. And it’s been amazing to be able to open new opportunities for young female creatives, introduce them to our industry and help provide them with a platform to be discovered, whilst developing effective work for our clients – something that wouldn’t have been possible without the trust and support from the whole team at Afrocenchix.”