Pantene North America Advertising
Grey New York for Pantene (P&G) · 2010–11 · North American print, and the London 2012 Olympic campaign
Creative Director: Thomas Puckett Art Director: Paul Morris
P&G had bought worldwide Olympic partner status for London 2012 and needed a creative route for Pantene, while the North American print campaign kept running on celebrity testimonials on its own schedule.
What I made
Two bodies of work. The North American print is testimonial — a quoted headline in the talent's own voice, the PANTENE PRO-V logotype set vertically up the left edge, product bank bottom right — one unit signed by Naomi Watts, one by Eva Mendes. The Olympic work runs board to finished ad: concept boards under "The Gold Treatment" and "Olympian Goddesses" fix a gold-light photographic direction, two 30-second storyboards script it, and five finished units pair a named athlete and nation — Coughlin, Espinasa, Pendleton, Dulko — with the P&G Worldwide Partner rings lockup.
Outcome
Thomas Puckett, EVP Creative Director, Grey Worldwide North America: "He conceived of an iconic arresting and exquisite vision for our Olympics project, our most high-profile work to date."
Taking projects from October. Editorial, campaign and digital art direction.