Ashley & Martin reaches The Turning Point via &Partners and Andy Bell Advertising

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Ashley & Martin Medical Hair Centres has launched a new integrated brand campaign, 'The Turning Point'.

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 concept and commercials were developed by &Partners in collaboration with Andy Bell Advertising. Production was via Beautiful Pictures.

WATCH Nick's Turning Point
WATCH Rob's Turning Point

The integrated campaign will run on free-to-air and pay-TV with support from digital and social media.

Credits
Media Planning & Buying: Andy Bell Advertising
Strategy & Creative: &Partners
Production Company: Beautiful Pictures
Post Production: The Office of John Cheese
Sound Design: Soundbyte Studio

2 Comments

Been there said:

Good insight. Most blokes I know would've been there at some point. And not a lab coat or ex-cricketer in sight!

Danielle said:

Great work Bryan and Dav - simple yet effective.

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