A very common description for someones hair that is out of control is referring to it as a lions mane. Timotei, a Swedish hair product company, heavily focused on that analogy in one of the funniest advertisements I have seen in a while. Since a lions mane is almost always a big mess, showing a lion with a perfectly maintained mane really enforces the fact that their styling mousse can tame anything. Women with insanely curly hair or crazy frizzy hair could really benefit from a mousse that can tame anything.
Timotei also prides itself for being 'natural style' so using an animal from the wild plays largely into the 'natural' look. The lion is commonly known as the king of the wild so not only does the use of the lion portray how well the mousse works, it also gives the targeted woman audience a sense of empowerment along with their newly tamed hair.
http://adsoftheworld.com/media/print/timotei_styling_mousse_lion
I think it's clever they way that they pride themselves in being an "all natural" product and then using the lions in their ads- very clever indeed! The ad's look like the have simplicity but a comical, strong message about their product. It may be more challenging to find a truly funny campaign for beauty products that aren't off-putting, and this is one of the great ones! Agreed, good find!
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