Slick Me Baby One More Time: Bouf launches ode to Britney to promote new Slicking Stick
Australian haircare brand Bouf has launched a new campaign for its most-requested styling product, The Hairmaster Slicking Stick, turning the everyday battle with baby hairs and flyaways into an energetic visual performance.
Inspired by Britney Spears’ iconic hit ‘Baby One More Time’, the ‘Slick Me Baby One More Time’ campaign brings choreography, music and movement together to make a simple haircare launch anything but ordinary.
Bouf brought together an impressive local creative team, with the campaign filmed by Sean Higgins of Shotography, choreography by Joel Murphy and custom music by Aaron Lee of Soundmoda, whose previous work spans artists including Jason Derulo, Dua Lipa, Lady Gaga and Kylie Minogue, as well as brands including the NBA and Coca-Cola.
The campaign also features emerging dancers from Dynamite Studios, with Bouf deliberately choosing to work with real performers and local creative talent at a time when AI-generated content is increasingly shaping brand creative.
Bouf co-founder Rachael Wilde says the team wanted to create something “genuinely unexpected and fun” that would make people stop scrolling, rather than follow the traditional beauty campaign formula.
Creative Direction: Bouf, Abbe Bradbury
Talent: Dynamite Studios
Choreography: Joel Murphy
Videography: Sean Higgins, Shotography
Music: Aaron Lee, Soundmoda
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