Half fixes don’t cut it: Ashley & Martin and KWP+Partners take aim at quick hair loss fixes
Ashley & Martin has launched a new campaign titled “If it bothers you, Ashley & Martin”, created via KWP+Partners, aimed at challenging the quick online fixes and half measures people often turn to when dealing with hair loss.
The campaign lands on a simple truth: half fixes never really fix anything. It has a laugh at the little shortcuts we all recognise, while reminding people that if something really bothers you, the only answer is to do it properly.
“We wanted to create a brand platform that makes Ashley & Martin more relevant earlier in the hair loss journey, where the need is felt but action is often delayed,” said Georgie Frampton, Executive Director. “Our aim was to give people permission to care about their hair by reframing treatment as proactive and a form of self care.”
Bryan Dennis, Executive Creative Director, added: “Apparently a lot of men and women are bothered by hair-loss. I wouldn’t know because I have fantastic hair. But for those who are bothered by it (not me) you need to do something. Properly. We just brought that idea to life with humour and a few half-arsed fixes that make the message impossible to miss.”
“Small gestures carry the humour,” said Director Frank Carroll. “The characters aren’t trying to be funny, they’re just sincere, everyday people with quirks and histories that make them feel real. By letting the situations escalate subtly, we highlighted both the absurdity of inaction and the power of doing things properly.”
The campaign runs across Australian and New Zealand TV, BVOD, and digital.
Credits
KWP+Partners
Executive Creative Director: Bryan Dennis
Creative: Dav Tabeshfar
Copywriter: Zosia Kilpatrick
Account Manager/ Internal Producer: Katie Hauth
Executive Director: Georgie Frampton
Ashley & Martin
CEO: Phil Raffan
Head of Marketing: Bianca Baum
Production
Six Degrees Productions
Director: Frank Carroll
Producer: Shannon Hicks
DOP: Justin Griffiths
1AC: Dan Collins
Gaffer: Dion Borrett
Best Boy: David Duong
Grip: Clint Lawrence
Art Department & Stylist: Jessica Wilson
Art Dept Assistant: Tegan Weir
HMU: Alli Knapton
Production Assistant: Elea Gilmore
Sound: Justin Braine