Head&Shoulders, in addition to being the world's best-selling dandruff shampoo, was still relatively unknown in Brazil, to the point that residents here couldn't even pronounce the name.
To break the language barrier, we invited a Brazilian celebrity to participate in our campaign, famous for not being ashamed to misspeak: soccer coach Joel Santana. He became the star of a 4-commercial series for Youtube that was viewed more than 65 million times. The biggest hit on the Brazilian internet in 2013.
Watch the clips