Stressing out? Ashley & Martin and MITP Agency urge you to ‘Keep Your Hair On’

Australia’s premier medical hair loss centre, Ashley & Martin has partnered with MITP Agency to create this new campaign for Australia + New Zealand. The spots take a comedic look at some of the situations in life that bring our stress levels up, while reminding Ashley & Martin’s audiences that facing your hair loss doesn’t have to be one of them.

 

The ‘Keep Your Hair On’ TVC and supporting digital campaign take Ashley & Martin in a new direction to help remove the stigma around Hair Loss, focusing on the simplicity and ease of Ashley & Martin’s services, rather than negative feelings associated with thinning hair.

With stress being a key contributor to losing hair, the creative focuses on the many day-to-day situations that increase our stress levels to make us feel we’re ‘losing our hair’ over the little things. Directly compared to confronting hair loss, it aims to help viewers understand that unlike many stresses in life, there is an easy solution to hair loss.

MITP Agency’s objective for ‘Keep Your Hair On’ was to conceive an idea that is more than just a commercial, but a campaign that translates into tactical advertising, engaging social content and vertical video.

“The team at Ashley & Martin wanted to refresh their approach to campaigns with a focus on taking learnings from digital media into their TV spots.” said MITP founder Alex Paioff. “That meant getting the attention of the audience and delivering the message quickly through a fast paced edit.”

Patrick Ball, MITP Agency Creative Director, said: “It was an amazing opportunity for MITP Agency to flex its creativity in the TVC space and push a new lighthearted approach for A&M as a whole”

Ashley & Martin Head of Marketing, Michael Ellis, said: “We set MITP the challenge of creating something that responded to the undeniable changes in viewer behaviour. As we become quicker on the draw with our phones and our ads become more ‘skippable’ across social and BVOD platforms, we wanted to make something engaging that gets right to the point. It made sense to engage MITP who are the experts in making content that people choose to watch.”

“‘The ‘Keep Your Hair On’ creative helps us have a conversation about hair loss in a more positive way. MITP’s Courtney Dagasso had found the right balance between humour and humanity. We’re letting people know that hair loss is a completely normal process, and with guaranteed treatments available from Ashley & Martin, it’s something you don’t need to stress about.”

Credits
Client: Ashley & Martin
Head of Marketing (Ashley & Martin): Michael Ellis
Strategy – Alex Paioff
Creative Director / Design / Animation – Patrick Ball
Head of Production / Producer / Account Manager – Courtney Dagasso
Director / Edit / VO – Tay Kaka
Senior Creative / Copywriter – Dave Gardiner
Account Manager / Creative – Taneale Crabbe
DOP – Mikey Hammer
Gaffer – Michael Titter
1st AC – Garreth Weston
Sound Recordist – Glenn Dillon
Hair & Makeup – Alice Morgan
Production Assistant – Sara Ferrara
Photography – Kaleb Woodward
Sound Design – Justin Braine
Grade – Mikey Hammer
Storyboarding – Calle Bolmgren
CAST:
Michelle Griffiths, Kaleb Woodward, Darcy Maishman, Boony, Josh Earle, Calle Wooley, Ryley User, Sami Tombs, Sanjai Santos, Pankaj Kumar