Ashley & Martin reaches ‘The Turning Point’ in newly launched brand campaign via &Partners
Ashley & Martin Medical Hair Centres has launched a new integrated brand campaign, ‘The Turning Point’. The concept and commercials were developed by &Partners in collaboration with Andy Bell Advertising. Production was via Beautiful Pictures.
The campaign is built on the insight that there’s usually a single moment in a patient’s life when they decide it’s time to regrow their hair. It’s the moment when apathy ends and action begins: The turning point. That moment can be seeing a photo of yourself taken from a different angle, a comment from a well-intentioned relative or even glimpsing the back of your head on a CCTV screen in a servo.
“We talk to over 10,000 patients every year, and time after time our consultants hear the same thing. There’s nearly always a key moment when the extent of their thinning hair hits them hard and they decide to do something about it.” said Richard Bond, Ashley & Martin CEO. “What we love about this idea is it’s relatable. It normalises an issue guys often find confronting and offers hope by way of our 98% success rate.”
The integrated campaign will run on free-to-air and pay-TV with support from digital and social media.
Media Planning & Buying: Andy Bell Advertising
Strategy & Creative: &Partners
Production Company: Beautiful Pictures
Post Production: The Office of John Cheese
Sound Design: Soundbyte Studio
15 Comments
The turning pint is a good entry point insight in this category…
But overcoming the scepticism that you can regrow your hair…I guess that’ll just have to wait.
Great insight, but like watching hair grow.
The moment a man has a hair transplant, a weave, a rug – I sense weakness in their character, and surprise they believe no-one cant notice the camouflage from 50m!
@Is it just me
Good point. How many times have you seen someone with a screamingly comical rug and thought ‘how desperate must he have been to put that ridiculous thing on his head’. Why would someone become an object of derision when all he would have been without it is a bit like everybody else with (normal) thinning hair?
I am yet to be convinced that whatever it is that these hair studios claim to be able to do is anything but a con.
I hear what you’re saying but from personal experience you’re so desperate and you feel so low that you will try anything. Took me two years to wake up to myself and get rid of the wig.
Good thing they remembered to get the same-sex couple in.
Yes, representing a brand’s diverse audience in ads is soooo predictable. It’s just jumping on the who equality bandwagon! Brands should stick to their knitting and feature only white men.
Real clients telling real stories? Don’t forget the PAID ACTORS super on the TV.
These ads really annoy me, these are clearly actors who have never had a problem with hair loss, it’s misleading and should be banned.
Happyhowiam I totally agree I was thinking the same way everytime I see this ad. The guys in this ad don’t seem to have ever had any hair loss problems it’s all a big con
Totally agree with Happy. The lack of evidence i.e Before & after shots discredits this entire ad campaign.
I like these ads! I think like most things, there probably is a point you get to with hair loss where you just want to fix it! And I have no reason to believe that we haven’t learned how to help hair grow back! We’re almost ready to send simple folks into space!
They stink. Fake actors and a narrative that balding guys are so insecure and fragile they have a moment they break and try a desperate action like using some phony hair loss formula. Typical scam with no ethical clue.
I was a stupid idiot who fell for their campaign years ago and I paid thousands of dollars for wigs. The only hair growth is on the side of the back of your head not on top where you need it. Fools gold stay away.
Taylor’s turning point (a later addition to the campaign which is not mentioned in the article – can be found here : https://www.youtube.com/watch?v=R0_YZ9mFVfE ) takes the whole thing to lofty new heights! They spell out precisely what they’re doing (making people’s relaxing downtime and mental health worse for the sake of altering their behaviour), while – in literally the same breath – actually doing it! It’s legitimately one of the most unironically self-aware (and, for that reason, insidious) ads I’ve ever seen. Almost sinister to the point of brilliance! Quasi-kudos to you, AshMar…