&Partners releases a new turning point campaign for Ashley & Martin
Three years after the launch of Ashley & Martin’s ‘Turning Point’ campaign, the Australia, New Zealand and Singapore based brand has extended the platform with ten new TV commercials and a fresh new radio campaign, via &Partners.
The campaign continues the theme based 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 could be the moment you realise you don’t want to wear hats everywhere, or the moment you decide you’re sick of avoiding mirrors. All the new scenarios are based on real client experiences, collected by Ashley & Martin’s doctors and consultants.
“The Turning Point campaign has contributed to three years of solid growth for Ashley & Martin, so we are incredibly excited to launch the next phase.” said Phil Raffan, Ashley & Martin CEO. “It’s so heartening to see these deeply personal stories come to life, handled with so much respect.”
In addition to the TV, and online, Ashley & Martin has also extended the radio component in New Zealand this year, with several new bursts. The ‘FAQs’ campaign takes a slightly more irreverent approach than the TV, using a cast of comedians to set realistic expectations for men who are ready for their turning point.
The TVCs and online films were directed by Corrie Jones at Beautiful Pictures and media was via Andy Bell Advertising. The New Zealand radio campaign was created by &Partners with media planned by Andy Bell Advertising and production via Eardrum and Cue Sound.
5 Comments
Nice work WA! Easily the best work in this category. But Taylor’s mates are arseholes.
Full list please, including the writer.
Credits are listed on the bestadsontv.com links
The Turning Point campaign sails about as close to the wind as you could possibly sail. You can either applaud the skipper or consider raising the protest flag. Does anyone know if the men featured are paid actors? If they are there probably should be a super stating that. And if they’re the real thing there should be a BIG super saying it.
Greg you are 100% spot on. It’s a medical service being sold and ideally I’d like to see something that either says ‘these are real customers who have been regrown’ or some sort of disclaimer. It certainly implies that the hirsute individuals are that way as a result of a visit to Ashley or just well groomed talent.