"I Don't (Director's Cut)"

7 September 2022

79s

Flake news.

Head & Shoulders have come a long way since the Joe Hart days, and this genre-hopping effort is another step in the right direction. Once the time-honoured set-up's out of the way, director Tony Barry pushes his leading man's patience to the limit.

Whether he's a bagman, a bank robber, or a French New Wave beau, the protagonist has a bottle of dandruff shampoo close by. The more people say, "I didn't know you had dandruff" (even when they're on the phone), the more he wants to tear his hair out.

The poor bloke snaps on the set of a musical, but at least the narrator's on his side: "You don't have dandruff with Head & Shoulders—you prevent it". Thanks to Barry's light touch and strong production values, the brand's message feels fresh again.

UK

Shampoos