Pantene builds 'biggest blow dryer in the world'

A dramatic video campaign created by the Grey Group, targets the Asian market for the launch of Pantene’s new treatment conditioner ‘3-Minute Miracle’.

Pantene aims to play a more meaningful role in women’s lives today, in order to establish this, the agency has built the 'world’s biggest blow-dryer' in order to maximise the miracle effect.

This video, created by Asia P&G creative team, has an authentic documentary feel to it, in order to highlight the unique characteristics of this miracle conditioner. ‘3 Minute Miracle’ is positioned between an oil treatment and a conditioner and is more intensive than a daily conditioner.

This campaign highlights how blow-drying can be quite damaging for our hair. The ‘3 minute miracle’ is the solution to this problem that all women face, the product benefit restores damaged hair within a short period of time.

The larger-than-life blow-dryer that is used in the video has the wind power of the built-in aeroplane engine fan that is estimated to be the equivalent to 6,000 blow-dryers blowing simultaneously.

The filing took place at the Phoenix Sky Harbor International Airport in Arizona last May. Grey invited six influencers from China so they could witness the whole filming process.

This campaign spans TVC, print, ecommerce, OOH, social and mobile media. The second phase of the campaign will be launched in Hong Kong and Taiwan in mid-August.


Client: P&G
Brand: Pantene
Product: ‘3-Minute Miracle’ treatment conditioner
VP regional executive creative director, creative: Javier Bonilla
Regional creative director: Ivan Policarpo
Associate creative director: Soumya Bardhan
Executive producer: Syamin Arif
P&G AAIMEAP vice president, regional business director: Jain Anjali
Group account director: Dehlvi Siddika
Account director: Duffy Lau
Senior account manager: Don Michael Don
Account executive: Yua Yu
Special creative to@ WUNDERMAN China