Not your dad’s hair clinic: Mosh launches cheeky outdoor campaign across Melbourne
Men’s online health platform Mosh has launched an outdoor takeover, with more than 1000 ads across Melbourne featuring a cheeky message to highlight how far hair loss treatment has come since the 70s and 80s.
‘Not your dad’s hair clinic – smarter hair loss with Mosh’ throws back to the good old days when housing was cheap and university was free but unfortunately for boomers, hair loss treatments were mysterious and expensive.
Says Ben Harrison, creative director at Mosh: “Millennials and zoomers have inherited a lot of crappy things from their parents economically, and it’s something that we are confronted with daily.
“Inheriting a bad hairline as well can feel like the straw that breaks the camel’s back. So this is us saying, sure, all those things suck, but at least you can get your hair back and feel good about yourself.
“It’s the light at the end of your hairline.”
Mosh senior marketing manager Alexandra Aguirre said it’s a fun campaign to make men aware that hair loss doesn’t have to be an inevitable fate: “When guys think about getting treatment for hair loss, many can be apprehensive. After years of associating hair loss treatments with retired cricket players, laser hats or secret trips to Turkey, they’re just not sure what their treatment options are.
“But, times have changed and so has the efficacy and access of affordable hair loss treatments.”
One of Mosh’s hair loss success stories, Ross Hall is the face of the campaign. Hall’s barber pointed out his receding hairline when he was just 24 and after putting his head in the sand for a while he gave Mosh a go and has never looked back.
Says Hall: “Guys will just put up with hair loss to avoid the hassle. They don’t realise how simple and affordable it can be.”
The Mosh mission is to make healthcare accessible for all Aussie men and remove the stigma that can be attached to a range of men’s health issues including hair loss and problems with sexual performance.
Senior Marketing Manager – Alexandra Aguirre
Creative Director – Ben Harrison
Art Director – Eamon Hayward
Copywriter – Jono Seidler
7 Comments
This work feels like a high school marketing project.
They are bad
What has hair loss got to do with uni fees? Or getting jobs with a firm hand shake? House prices used to be cheap… Now they’re not. Get Mosh?
Yeah. It’s like… if it said “Your old man got free uni, but you get to keep your hair.” it would make more sense. But you’d still be like… screw my hair, give me that boomer privilege. Shave me down and call me “Graham with a house”.
It made me scratch my head…hang on..scratch my head…hair loss….
I think this is being read the wrong way. Should be ‘your old man bought a house with 4 raspberries and a firm handshake. Buuut he had hair loss. We can’t solve the housing crisis, but hair loss on the other hand…’ kinda thing – or it needs a connection like ‘no matter how hard he ‘worked’ there’s still one thing your old man never coulda had..’
Attention
Senior Marketing Manager – Alexandra Aguirre
Creative Director – Ben Harrison
Art Director – Eamon Hayward
Copywriter – Jono Seidler
Dear All,
I love this campaign.
I train and consult cross cultural communication and am hoping to use this ad in an article focusing on high and low context cultures.
I am by no means an expert in global advertising – but the way different brands calibrate their brand to different cultures is a significant intercultural variable. I’d be interested in understanding how you navigate this – and if at any point you feel some training in cross-cultural communication could create value, let me know.
Warm regartds,
Bruce Bevan
Culture Resource Training Australia
https://www.linkedin.com/pulse/visual-branding-profile-cate-broadbent-freelance-design-bruce-bevan