By Barry Janoff
March 29, 2013: C.J. Wilson and Josh Hamilton, former teammates with the Texas Rangers who were reunited this season with the Los Angeles Angels of Anaheim, are teaming up for a multi-media marketing campaign to support the launch of Head & Shoulders with Old Spice, which is the official shampoo of Major League Baseball.
The effort, which coincides with the opening of the 2013 MLB season on March 31 and April 1, is "challenging guys to take a whiff of what a double dose of confidence smells like."
Wilson and Hamilton recently joined the brand’s “Mane Man” ambassador roster, which also includes Troy Polamalu and Brett Keisel of the Pittsburgh Steelers and Olympian Michael Phelps. Wilson and Hamilton replace Joe Mauer of the Minnesota Twins, who had been the brand's lead MLB player for the past two seasons.
“We’re excited to be working with C.J. Wilson this season to encourage guys everywhere to try new Head & Shoulders with Old Spice,” Michael Sabbia, North America brand manager for Head & Shoulders at Procter & Gamble, said in a statement. “As the official shampoo of Major League Baseball, we are proud to provide players and fans with the tools needed to ensure healthy scalps and great looking hair for confidence on and off the field.”
As part of its activation for the 2013 season, Head & Shoulders is expanding the third year of its partnership with MLB with “Season of the Whiff.” Beginning on Opening Day, for every strikeout (aka whiff) during the regular season, Head & Shoulders will make a $1 donation to the MLB Reviving Baseball in Inner Cities program. There were more than 36,400 strikeouts recorded during the 2012 regular season, according to MLB.
Procter & Gamble is asking fans can get involved by "tweeting whiffs throughout the season via the #Whiff hashtag along with their favorite team’s Twitter handle to rack up the donations for their teams’ local RBI league,s" and also have the chance to win MLB prizes.
The campaign is anchored by TV spots that will break this weekend and air across sports programming.
In "Catch," Wilson and Hamilton are in their Angels' uniforms as they head onto the field for a game.
"Head & Shoulders and Old Spice are now together in one bottle," says Wilson.
"So we'll always be 100% flake-free," offers Hamilton.
"While smelling 100% handsome," explains Wilson.
To which Hamilton adds, "And with a double-dose of confidence like that (as he runs to the warning track and jumps to catch a ball heading over the wall) good happens (as a blond woman holds him and sniffs his hair)."
Text offers, "Live Flake Free. And Smell Handsome."
In "Microphone," Wilson is giving his pitch that "Head & Shoulders and Old Spice are now together in one bottle." As he holds up the product, a woman who appears to be part of the film crew moves onto the screen and begins to sniff Wilson's hair. "Is this how you always record sound?" Wilson asks her. "Yes it is," she replies matter-of-factly.
To coincide with the new commercial, Head & Shoulders took over part of The Grove, the tony shopping destination in Los Angeles, on Friday (March 29), where Wilson oversaw people taking swings in a batting cage, assisted by Troy Polamalu.
Wilson, who pitched for the Rangers from 2005-2011, is now in second with the Angels. His record over the past three campaigns is 44-25 with 549 strikeouts.
After one season with the Cincinnati Reds, Hamilton played for the Rangers from 2008-2012, including his AL MVP season in 2010. He had a career-high 43 home runs last year, then signed a five-year $133 million deal with the Angels.
Both Wilson and Hamilton were on the Rangers' roster that won the AL pennant in 2010 and 2011 before losing in the World Series to the San Francisco Giants and St. Louis Cardinals, respectively. They both left the Rangers as free agents to sign with the Angels.
According to Wilson, “I’m excited to be working with Head & Shoulders this season promoting the ‘Season of the Whiff.' My job is to strike people out, that’s why the Angels brought me in. So if any hitters out there want to help the kids, just go ahead and strike out.”
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