News from Brylcreem

Brylcreem casts new TV advert through MySpace

The grooming brand Brylcreem returns to TV screens with an advert cast through MySpace. The ‘effortless’ TV advertising campaign, created by WCRS, breaks on 8th September. Brylcreem Boys over the last 80 years include iconic British Stars, such as Dennis Compton and David Beckham. Joining the ranks is boy-next-door Sam, who will front Brylcreem’s ‘Effortless’ TV advertising campaign.

In a first for MySpace, Brylcreem found their hero in videos posted on the online community site. Father-of-two Sam Veale was chosen from a selection of clips showing effortlessly executed tricks performed by blokes from across the UK. Sam stars in the new Brylcreem advert directed by the highly acclaimed director Fredrik Bond – whose previous work includes adverts the likes of Adidas, Nike, Smirnoff, Lynx and Wrangler jeans – as well as directing Moby’s ‘Bodyrock’ music video.

Brylcreem also searched for a band to soundtrack the advert, inviting bands to upload a track onto the same site. The chosen track is by ‘B Raymond and the Voicettes’ – an unsigned band from Fife in Scotland who will be launched on the road to success with national exposure of their tune.

The advert, which shows a choreographed ‘effortless’ morning wake-up routine, is filmed as one whole sequence which is quite a feat given that Sam had to do a series of tricks that required perfect timing and genuine skill. It took 63 takes to get the finished advert and a ‘making of’ documentary will be premiered on MySpace along with the final ad on the 6th September . Out-takes from behind the scenes and of Sam’s journey to become the new Brylcreem boy will be shown on the new, revamped Brylcreem website, also live from 6th September (www.brylcreem.com).

Quotes attributed to Julie Baker, Marketing Director, Sara Lee Household & Body Care UK

Brylcreem is leading the way with new media and is the first brand to recruit an ad star from a social networking site. Sam is a new Brylcreem boy for a new generation who encapsulates the effortless theme perfectly. Normal blokes will be able to relate to him and his understated, straightforward style as well as wanting to have a go at the effortless tricks themselves.

Brylcreem has recently launched a new range called b:, targeting a slightly older market aged 20-30’s, giving our loyal customers who’ve used Brylcreem through their teens and early twenties a hairstyling product that delivers for the next stage of their life. The b: range takes hairstyling back to basics with a ‘less is more’ philosophy focusing on simplicity and an effortless approach to grooming.