The solution was to use London taxi's to deliver a simple message in a highly creative, "never been done before" way. The first taxi was covered in white spots (dandruff) and drove around London picking up fares. The second taxi, which had the Head & Shoulders pack on the side, was then hired to closely tail the first taxi, for the duration of the campaign. In effect the consumer became central to the idea.

Cabs in London are seen by up to 5.2 million people a day. Although it is hard to say how many of these may have seen the Head & Shoulders cab, it is safe to say that the 25 people a day who travelled in the cab chased by the Head & Shoulders cab, couldn't fail to engage with the advertising idea.