All on, or in, the head

HeadOnAs for this ad campaign, it is utter genius. With this one 10-second spot, the makers of HeadOn have torn down all the pretenses that have gummed up the advertising industry for years. Production values? persuasion? Emotion? Humor (of the intentional kind)? These are stalwarts of the old, outmoded advertising paradigm. The new, head-on (or HeadOn) approach holds that advertising is about blunt force.

So analyzes Seth Stevenson in a July 24, 2006 article in Slate. The product, HeadOn, is said or implied to cure headaches. One rubs HeadOn on one’s head. The television commercial shows a woman doing exactly that.

(Thanks to investigator Mark Dionne for bringing this to our attention.)