Pantene brings back Rachel Hunter and tagline launched in 1992
Procter & Gamble is bringing back former supermodel Rachel Hunter to front its new TV ad for shampoo brand Pantene, reprising its old tagline “It won’t happen over night, but it will happen”.
Created for the Australian and New Zealand markets, P&G claims it is the biggest launch for the brand in 10 years, with Hunter and her daughter Renee Stewart introducing the newly-formulated Pantene products which have also undergone a packaging redesign.
The ad starts with a clip from the original TVC featuring Hunter back in the 90s. The camera then spans out to show Hunter today, talking about the new Pantene. Her daughter Stewart then appears.
Hunter says: “I suppose you could say this isn’t actually the first time Renee and I have worked together, as I was pregnant with her when I filmed the first commercials back in 1992.”
The ad, which launches on Sunday, was created by Grey and media buying by Mediacom.
The campaign will also consist of advertorials in women’s magazines, media interviews with Hunter and Stewart, PR activity and point of sale.
Jeremy Kodomichalos, P&G associate marketing director, said: “The decision to bring back Rachel was an easy one. This is the biggest launch for Pantene in over 10 years, we really wanted to emotionally engage our consumers and highlight the benefits of our innovative new range of products. Rachel and Renee represent the differing lifestyles and hair needs of our consumers.”
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Seems like Pantene isn’t the only thing that’s changed. How about Rachel’s face?
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How about her voice? The UnZud accent has disappeared without trace!
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How bad is that script? “There’s also a new girl. That’s my girl.” Wow…
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I’m more concerned buy the reappearance of the Gobbledock.
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