The NFL is home to passionate fans, world-class athletes… and dandruff-causing microbes. Because wherever there are scalps, there are microbes—tiny, invisible CREATURES causing dandruff.

So how do you open people’s eyes to this little-known truth?
You take over one of the biggest stages in sports: Thursday Night Football.

We launched a two-week takeover that seamlessly blurred the lines between live TV and commercial breaks—turning THEM into a full-blown Head & Shoulders vs. Microbes showdown seen by millions.

TACKLE DANDRUFF EVERY WASH

1. We started by sneakily putting dandruff-causing microbes right into the spotlight during the broadcast.

2. Troy took to social after realizing these microbes need to be stopped and that he couldn’t do it alone.

3. Troy hit the 313 to recruit a powerhouse teammate — defensive end Aidan Hutchinson. Together, they formed the league’s toughest dandruff defense to take on the microbes in ohio the following thursday.

4. TO END THIS BATTLE ONCE AND FOR ALL, TROY AND AIDAN FIGHT THE MICROBES in paycor stadium in an epic, action packed, cinematic master piece we call ‘the chase’.

oh, and We made trading card bottles for shelves during our campaign.

/ / / MIcrobe tackles 33.5

/ / / / / / / dandruff at bay

/ / / / / / / / FLOW FLAWLESS

/ / MIcrobe tackles 1,337

/ / / / / / dandruff at bay

/ / / / / / / locks lucious

/ / / / / / / / irritating 100%

/ / / / / / / / / itchy always

/ / / / / / / / stoppable yup

Made at saatchi NY with charlie malone, anthony chelette and jon bellinger

director: kris belman | d7

editor: Dan dewinter | the den