John Frieda's global campaign bucks hair-care 'norms'

John Frieda: runs Me & John campaign.
John Frieda: runs Me & John campaign.

Agency Arnold Worldwide says its first campaign for the brand portrays tresses in a realistic way

John Frieda, the hair-care brand founded by the eponymous celebrity stylist, is launching a global campaign.

It is the first campaign that Arnold Worldwide has created for John Frieda since the brand’s owner, Kao, appointed the agency to its global advertising account in May 2014. Frieda sold the brand to the company in 2002.

Arnold Worldwide claims the creative work bucks the trend for hair care ads that feature flawless, over-styled models that offer no "realistic path forward" for most women.

Instead, Arnold Worldwide claims, the "Me & John" campaign mines the brand's editorial and fashion roots to "reinvent these unachievable category norms." The campaign does still use models, however.

The campaign will run across TV, online, print and outdoor sites in the US, Canada, the UK Germany, Holland and Australia.

Kate Murphy and Kate Wadia were the executive creative directors on the campaign. The work was art directed by Kyle Lynah and Baylee Shurman and shot by Josh Olins through North 6.

This article first appeared on

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