Toni & Guy launches musical battle to promote new products

Hairdressing salon and brand Tony & Guy has promoted two of its new products by launching a musical battle themed campaign.

Created by Emotive, the campaign heroes a girl group acting as Tony & Guy’s Charcoal Shampoo and Conditioner singing against a rap duo who represent grime and dirt.

In another 30 second spot, three women pose as Tony & Guy’s Purple Shampoo and Conditioner battling against a brass band who represent brassy blonde hair.

Leanne Landolfi, marketing manager at Unilever, said in a statement: “The challenge was to ensure that when they seek out or consider these innovations, Tony & Guy is unmissable and hard to resist. Therefore, the content needed to entertain, whilst also showcasing the more rational benefits of the products in a cluttered market.”

Andrew Cameron, creative director at Emotive, added: “Our creative approach was to emulate classic music driven films with strong female characters, ensuring we entertained our audience whilst talking directly to benefits of the new products.”

The campaign will roll out across out-of-home, print, social and in store.


  • Video Credits:
  • Marketing Manager, Unilever: Leanne Landolfi
  • Marketing Manager, Unilever: Briar Taylor
  • Assistant Brand Manager, Unilever: Tess Giordimaina
  • Creative, Production & Amplification: Emotive
  • CEO: Simon Joyce
  • Business Director: Marshall Campbell
  • Strategist: Lucielle Vardy
  • Creative Director: Andrew Cameron
  • Creative and Director: Madeline Kelly
  • Copywriter: Rory Pearson
  • Senior Producer: Natalie Dagher
  • DOP: Evan Papageorgio
  • Editor: Uthayan Sevaraj
  • PR: NAC Media Group
  • Media: PHD

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