Pantene Seeks Woman for Reality TV Ad
Pantene is underway with a casting call to find a real person to appear in what it is billing “the first reality hair ad.”
The ad is part of parent company Procter & Gamble’s reinvention of the brand, which is being given “unprecedented” marketing support, the company said.
Interested women must submit a video—up to one minute in length— by April 18 to the Web site that shows why they—and their hair—should be the Pantene reality hair star.
A public vote ends April 21 and fan favorite videos will be chosen daily. Twelve semi-finalists will be flown to New York City for an in-person test shoot in May.
The winner will test Pantene products on live TV alongside Pantene’s current spokesperson, Stacy London. The company is confident that its products “will pass the test,” Craig Bahner, the vice president of North America Hair Care, Procter & Gamble, said in a release.
The winner will also receive the “Be the Rock Star You Are” experience from Bret Michaels, which will include tickets to one of his concerts this summer, first class airfare, a ride in Michaels’ tour bus, and backstage passes.
The ad will air on May 25 on multiple channels, including a major national network that has yet to be disclosed, as part of one of the hottest shows of the season.
The contest is administered by Don Jagoda Associates.
The Pantene brand has dallied in reality shows before. In 2007 it signed a reported $1 million deal to be the title sponsor of the Chinese version of the popular TV show “America’s Next Top Model.”
