By Egotist / /
Hunt Adkins’ client, Duke Cannon has seen significant growth within the men’s grooming product category both in-store and online, specifically with the success of Duke Cannon’s hair products.
To attract a subsegment of “Dukes” who tend to be younger and are generally more interested in premium hair wash and styling products, we know that appearance matters to them, so they’re willing to invest more time and money to look good. But while they give a shit about what they look like, they don’t want to make a big deal about it.
Therefore, Hunt Adkins created these spots to get hair-enthusiast Dukes (and the Amandas who buy for them) to adopt a regimen of Duke Cannon News Anchor Hair products for their wash and styling routine by providing him the world-beating confidence that comes from thicker, fuller hair without making a big deal about it. No perfect-picture models here.
Chief creative officer: Doug Adkins
Group creative director: Steve Mitchell
Account Director: Alex Denholm
Producer: Josh Johnson
Production: Channel Z