An almighty voice-over explains to the viewer what we’re seeing. We see Lars, in his over-the-top styled ‘Delfts Blue’ room, demonstrating his remarkable invention: The Anti-Dandruff Drone. A drone built to follow Lars’ every step in order to blow the dandruff from his head and shoulders. Lars starts the demonstration full of confidence. Until he gets a bit over-enthusiastic moving too close to the chandelier hanging in the room. When the drone hits the chandelier it goes completely haywire, trashing the beautiful and symmetric interior of the room. Followed by the conclusion: Try Head & Shoulders. It just works.

Since we knew our target audience was looking on the Internet to find solutions to get rid of their dandruff, we created a series of films that appeared on YouTube when someone was looking for anti-dandruff solutions on the platform. Besides this organic reach of the films, they were also used as pre-rolls and on Facebook as promoted posts. Both seeded based on target audience characteristics.

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