Men’s health campaign throws back to when Boomers had it all – except for one thing

Online men’s health platform Mosh has unveiled its latest outdoor campaign, with 1000 cheeky ads spread across Melbourne.

The ‘Not your dad’s hair clinic’ creative highlights how far hair loss treatment has come since the 1970s and 80s by throwing back to a time when homes were cheap and university was free.

It was also a time when hair loss treatments were costly and a bit dodgy.

“Millennials and zoomers have inherited a lot of crappy things from their parents economically, and it’s something that we are confronted with daily,” Mosh creative director Ben Harrison said.

“Inheriting a bad hairline as well can feel like the straw that breaks the camel’s back. So, this is us saying, sure, all those things suck, but at least you can get your hair back and feel good about yourself.

“It’s the light at the end of your hairline”.

Alexandra Aguirre, the brand’s senior marketing manager, said the campaign aimed to drive awareness of hair loss treatments in a fun way.

The decision to look for options to stop hair loss can be an uncomfortable and uncertain one to make, Aguirre said.

“When guys think about getting treatment for hair loss, many can be apprehensive. After years of associating hair loss treatments with retired cricket players, laser hats or secret trips to Turkey, they’re just not sure what their treatment options are.”

A real-life customer, Ross Hall, is the face of the campaign.


Senior marketing manager – Alexandra Aguirre

Creative director – Ben Harrison

Art director – Eamon Hayward

Copywriter – Jono Seidler



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.