SAATCHI & SAATCHI, New York / PROCTER & GAMBLE / 2016
In 2015, Head & Shoulders faced two challenges: the brand had begun to lose relevancy with millennial males, and its iconic hair ambassador, Troy Polamalu, retired from football.
This film unveiled the passing of the baton from Troy to his Head & Shoulders successor, Odell Beckham Jr., and kicked-off a new global campaign for the brand, “Shoulders of Greatness.”
The “Shoulders of Greatness” film highlights New York Giants wide receiver Odell Beckham Jr.'s shoulders and all that he carries on them from the locker room to the pressroom.
Beckham begins by saying "Shoulders. They don't just carry pads," and he proceeds to list a series of figurative things shoulders carry--his team’s hopes, his reputation for making spectacular one-handed catches, the admiration of his fans, and more. At the end, he reminds us of the real purpose of our shoulders: "Shoulders were made for greatness, not dandruff."