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Lever Pond's: Finesse Shampoo Advertising for Finesse had always been about male affirmation - woman at the centre of a man's attention. Our goal was to update that strategy. But instead of showing single career girls flirting with playboys, we decided to show a more realistic form of affirmation between average moms and their romantically-challenged guys. The campaign breaks every rule of shampoo advertising. There are no pretty models, no glossy hair shots. Instead, there are men - goofy, fumbling men who love their women (and their hair), but have trouble expressing themselves. |
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| Gold: Palmer Jarvis DDB | Silver: Ammirati Puris Lintas | Bronze: Young & Rubicam |
| Finalists: BBDO Canada Gee, Jeffery & Partners Holmes & Lee Ogilvy & Mather TAXI Advertising & Design |
| Judges: Creative Strategic |
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