The 30-second ad, which breaks in the last week of November, has been created by WCRS and will only be shown in cinemas. In it, Brylcreem users go about their daily business unclothed, but passers-by only notice their hair. In one scene, a man is chopping sausages at the waist level leaving little to the imagination.
The ad, which has been given a 12A certificate, will be shown before films that appeal to Brylcreem's core audience of 16- to 24-year-old men.
To cap this, semi-naked men will walk through selected cinema threatres before the ad, in activity implemented by Comment UK.
The campaign is to be backed by PR activity, including a double page spread in the Daily Star Sunday before the campaign starts. This is a sneak preview behind the scenes by a journalist who was invited to be in the ad and spend a day on set. He can be spotted in the butcher shop scene, chopping meat in the back of the shot.
The ad will run in cinemas across the UK until March, with a total spend of £1.1m.
The campaign is part of Brylcreem's attempt to position itself as the brand on a mission to rid Britain of bad hair. Previous marketing campaigns for the brand have included a sponsorship deal with David Beckham.
'Big Brother 3' contestant Alex was lined up to replace Beckham, but Brylcreem changed its mind, deeming him not laddish enough.
Brylcreem is owned by Sara Lee Household & Body Care UK, and is the UK's premier male styling brand, according to IRI InfoScan data ending September 4 2004.
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