Singapore – CLEAR, the male shampoo brand by Unilever, has teamed up with MullenLowe Singapore to unveil its newest mystery-themed campaign, starring two prominent football superstars as detectives cracking the case of hair woes.
In the humorous and lighthearted campaign film, Norwegian footballer Erling Haaland takes on the role of a detective, unravelling the mystery of elusive white flakes left behind by their victims. Along the way, he uncovers a multitude of men grappling with hair concerns, their confidence challenged by a cunning crime boss who maliciously switches shampoos.
The storyline extends to Rio de Janeiro, where a parallel white-flake dilemma unfolds, culminating in the introduction of Brazilian football star Vinicius JR as the new face of CLEAR Men.
Developed by MullenLowe Singapore, the film draws on contemporary audiences’ love for crime dramas on streaming platforms, cleverly employing familiar television tropes to resonate with viewers and present the issue of dandruff in a relatable manner.
CLEAR’s brand film anchors a comprehensive 360-degree campaign incorporating digital and in-store activations. It was launched innovatively, foregoing traditional TV commercials in favour of cinematic trailers through strategic media buys. Additionally, TikTok-inspired content serves as a primary vehicle for ongoing engagement with audiences.
Ahead of UEFA’s EURO 2024, CLEAR’s latest brand campaign showcases its newest ambassadors, football stars Erling Haaland and Vinicius JR. The choice of Erling Haaland and Vinicius JR as new ambassadors for the brand continues a tradition of CLEAR Men using celebrity endorsements for its brand communications.
While the new campaign maintains CLEAR’s connection with elite football players, the film represents a notable shift in CLEAR’s communication strategy. Departing from the traditional portrayal of ambassadors as hyper-masculine figures exuding bravado, the film embraces a humorous and light-hearted tone that offers a more humanistic and inclusive depiction, likely appealing to a broader audience.
Elsharkawy Mohamed, global brand VP for CLEAR Men, said, “Both Erling Haaland and Vini Jr. have been making waves globally with their legendary football feats, each milestone in their careers a testament to their unwavering excellence. This spirit perfectly aligns with what CLEAR Men stands for as a brand—to be inspiring, pioneering, and always pushing boundaries with what we do. Through this partnership, we are excited to spotlight Haaland’s winning spirit and charisma, as well as Vini Junior’s impeccable style and unshakeable confidence.”
Meanwhile, Subarna Prabhakar, global business director at MullenLowe Singapore, said, “The new take of this CLEAR campaign, which styles its new football superstar ambassadors as detectives instead of portraying them as typically excelling on the football pitch, aims to connect with new generations of consumers who are content-savvy and hungry for impactful storytelling. We are also delighted to launch Clear’s partnerships with Erling Haaland and Vinicius JR in a far more digital and non-traditional way, which we hope will create a lot of buzz and get people thinking differently about the issues of men’s dandruff that Clear has been tackling for decades.”
Also speaking on the campaign, Erling Haaland shared, “I am excited to kick off this new campaign with CLEAR Men! It was a fun challenge to step into a character role, and I hope people find it entertaining. It’s a perfect partnership! I’ve had tonnes of hairstyles, and CLEAR Men works great because it is made for men’s scalp and hair, so I don’t have to worry about dandruff, grease, or itchiness.”
Vini Jr. added, “I am thrilled to be a part of this brand partnership, proudly representing and celebrating my Brazilian roots. And what better way to do it than by working with the world’s number one men’s shampoo?”