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Pantene preps for "groundbreaking" reality ad

This article was originally published in The Rose Sheet

Executive Summary

Procter & Gamble's "unprecedented marketing support" for the "reinvention" of its Pantene brand continues with online casting call to find "world's first reality hair star." One woman will be selected to appear alongside Pantene spokeswoman Stacy London in live ad airing May 25 on multiple channels "including a major national network, as part of one of the hottest shows of the season," according to recent release. Craig Bahner, VP-North America hair care, notes that "shooting a reality TV ad is the ultimate hair test, and we are confident that our products will pass the test in this one-of-a-kind project." Winner - to be chosen partly by America's vote - also will "Be the Rock Star You Are," an experience offered by Poison frontman Bret Michaels, including tickets and backstage passes to a summer concert, plus travel accommodations. Video submissions will be accepted at 1Pantene.com through April 18

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