Uncommon is rolling a giant hairball through New York
The stunt is to promote a new ‘hair longevity serum’, FutureIQ, created by biotech haircare brand K18
You know it’s silly season when you’re sent a video of a giant hairball rolling down the streets of Manhattan. The 10ft high ball is apparently made of real human hair (ew!) and was created by Uncommon Creative Studio for K18 to represent the “167 billion hairs New Yorkers lose to shedding”.
Named ‘Tumblehair’, the art piece has rolled across iconic New York City neighbourhoods including Midtown, West Village, Chinatown and the Seaport, and will make its final public appearance at Gansevoort Plaza today, where consumers can get up close with it, plus receive a bespoke scalp analysis, and learn more about K18 and FutureIQ.
With the rise of hair transplants, being frank about hair loss is becoming less taboo in wider culture, though as Uncommon creative directors Lauren Cooper and Cara Johnson point out, the haircare industry has had a tendency to approach it “quietly and apologetically” in marketing.
“We wanted to flip the script and encourage a conversation about a topic people tend to shy away from, despite many of us experiencing this at some point in our lives,” they continue. “The Tumblehair takes something that 80 million Americans are dealing with, and makes it impossible to ignore. It’s an absurd visual, but that’s exactly the point.”
While the Tumblehair has initially made a splash due to its mystery and hilarity, the campaign will continue on OOH and social where all is explained.