Advertisement
Advertisement

ad watch

Product: TRESemme.

Title: Ricardo Wrestle.

Ad agency: Pilgrim Communication.

First impression: isn't that Jack (McFarland, played by American actor Sean Hayes) from smash-hit comedy Will & Grace? Not quite. It's Ricardo (Ribeiro), ex-star of the reality-TV show The Salon, who is just as bitchy and outrageously camp.

Idea/storyline: a young woman picks up a bottle of TRESemme from a supermarket shelf and reads the label. Suddenly, flamboyant Brazilian hair stylist Ricardo stomps up to her sporting a tight, green-and-white checked top and his trademark long mane. 'Excuse me, that's not for you! That's only for professionals!' he hollers. He then tries to yank the bottle out of the woman's hands and they proceed to wrestle. He finally succeeds and the blonde looks on in disbelief. Ricardo then marches over to the shelves and pushes all the TRESemme hair-care products into a basket and walks away looking pleased with himself. An old lady stares at him in shock.

What the client says: the message is clear. TRESemme is a quality brand, yet it is affordable to most.

Group vice-president of Alberto Culver (Asia-Pacific, Middle East and South Africa) David Webb says: 'To cater to ever-increasing expectations of hair-care products in the mass market, Alberto Culver is bringing TRESemme, the best-kept secret of the hairdressing profession, to retail markets in major cities around the world.'

Does it work? Webb says: 'Our earlier launches in Britain and Australia met with an overwhelming response ... We anticipate our venture into the Hong Kong market will be another great success.'

The advert certainly raises a few laughs. Ricardo, the frisky, effeminate stylist has been loitering in reality-TV limbo since The Salon wrapped up and has appeared in programmes such as I'm Famous and Frightened (in Britain). Thus, the ad was filmed to look like a clip from a reality-TV show.

But ... Ricardo is not widely known locally since none of the shows he has appeared in have been aired here, so the play on his diva image and flamboyant character is lost. To most Hongkongers, he is just a crazy guy with long hair and bizarre fashion sense.

Post