We aired superimposed live ads on the top of the screen, matching the head of the anchor woman in the news, with different and radical hairstyles.With this low budget TV campaign Dove gave a funny and encouraging message to all viewers:'No matter what you do to your hair, fix it in only 7 days with Dove Damage Therapy.'

After 2 weeks the campaign raised the top of mind for the Dove Damage Therapy by 5 points over the one prior to using the regular TV spot.