We saw this brand's equity was more than skin deep.
  • Challenge: Make a 70-year-old brand relevant in the face of a constant barrage of new and deep-pocketed competitors.
  • Strategy: Use the most familiar aspect of the brand's equity to dramatize Nair as not your grandmother's hair remover anymore.
  • Big Idea: Choreograph and score “Who Wears Short-Shorts” like never before.
  • Result: Nair shot to the #1 position in the category and the campaign went global.