OGX has tapped actor and comedian Josh Peck to front a new campaign poking fun at ‘mansplaining’.
The Kenvue-owned hair care brand teamed up with Peck, known for roles in Nickelodeon’s Drake & Josh and Disney’s Turner & Hooch reboot, and his wife, Paige O’Brien, to highlight its Bond Protein Repair Shampoo and Conditioner.
The campaign video sees Peck ‘man-form’ (a play on ‘inform’) viewers about their hair – only to completely butcher the brand name and be corrected by O’Brien.
Speaking to Cosmetics Businesses about the campaign, Siddhi Sheth, the brand’s Innovation and Commercial Lead, said: “Josh is known by our target audience as a comedic voice who does not take himself too seriously, which was critical for a concept like this.
“His self‑aware comedic style, combined with the energy he naturally shares with his wife, Paige, helped us playfully reinvent the unfortunate phenomenon of ‘mansplaining’ as ‘hairsplaining’ in a way that feels light‑hearted, modern, and true to OGX.
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