Singapore – CLEAR, Unilever’s male shampoo brand, has partnered with MullenLowe Singapore to launch a new mystery-themed campaign. The campaign stars football stars Erling Haaland and Vinicius Jr. as detectives solving the case of dandruff and hair problems.
In the lighthearted film, Norwegian player Haaland plays a detective investigating white flakes left on victims. He discovers many men struggling with hair issues caused by a sneaky villain who switches their shampoos. Meanwhile, in Rio de Janeiro, Brazilian footballer Vinicius Jr. faces a similar dandruff dilemma, introducing him as the new face of CLEAR Men.
Created by MullenLowe Singapore, the film taps into the popularity of crime dramas on streaming platforms. It uses familiar TV crime show themes to connect with viewers and make the issue of dandruff relatable.
The campaign is part of a full 360-degree marketing effort, including digital and in-store activities. Instead of traditional TV ads, the brand released cinematic trailers through strategic media placements. TikTok-style content is also used to keep audiences engaged.
Ahead of UEFA EURO 2024, CLEAR introduced Haaland and Vinicius Jr. as its new ambassadors. This continues CLEAR Men’s tradition of working with top football players to promote the brand.
However, this campaign marks a shift from CLEAR’s usual style. Instead of showing ambassadors as tough, hyper-masculine figures, the film uses humor and a lighter tone. This approach offers a more relatable and inclusive image, appealing to a wider audience.
Elsharkawy Mohamed, global brand VP for CLEAR Men, said, “Haaland and Vinicius Jr. are global stars known for their excellence. Their spirit matches CLEAR Men’s brand values of inspiration, innovation, and pushing boundaries. We are excited to highlight Haaland’s winning attitude and Vinicius Jr.’s confidence through this partnership.”
Subarna Prabhakar, global business director at MullenLowe Singapore, added, “By casting these football stars as detectives rather than athletes, we aim to connect with a new generation of savvy consumers who love strong storytelling. Launching this campaign digitally and non-traditionally will create buzz and change how people view men’s dandruff.”
Erling Haaland commented, “I’m excited to start this campaign with CLEAR Men! Playing a detective was fun, and I hope viewers enjoy it. I’ve tried many hairstyles, and CLEAR Men is perfect for my scalp, keeping dandruff, grease, and itchiness away.”
Vinicius Jr. said, “I’m proud to represent my Brazilian roots in this partnership. Working with the world’s top men’s shampoo is a great way to do that.”
