Not your mother's hair goop

If you've ever tuned in to VH1's kitschy walk down memory lane called "I love the '70s" (or '80s or '90s), then you've been treated to a hodgepodge of B and C list celebrities talking about their recollections of products, television shows, movies and news items from the featured year.

Everything from history-making events such as Watergate to pop culture standbys such as the influence of the Easy Bake Oven on the cooking skills of toddler and tween girls in the 1970s gets the same two- or three-minute examination.

One such product that was an icon of its era (although that era would likely require an "I love the '60s" segment) was Alberto VO5 Hair Care products. This wonder of modern chemistry made sure your mom's hair was impervious to all the ills of Mother Nature, and the tribulations of a long day.

Over the years, we've seen this product try to aim for a younger set with its "Oh, Alberto!" campaign and other misfires. But, now the company is doing the hair version of "Not your father's Oldsmobile" with its new television ad.

In the spot, Chinese youth are seen marching through the halls of a drab school-like setting. The walls and their uniforms are grey, except for a red sash around their waists. One male and female touch hands in line, only to be reprimanded (in Chinese, one is supposed to assume) by the headmistress.

Later on, they duck down at their desks, apply Alberto VO5 and come up with spiky hair that makes them different from their peers. Emboldened by their act of disobedience, they run off down the hallway, hand in hand, with the headmistress hot on their tail. The spot closes with the tag line, "Alberto VO5. Break the mold."

Huh? Should be more like "Fire the agency."

In a desperate attempt to grow a younger demo for a product that's never had one, the company has managed to be both offensive and ineffective at the same time. It's offensive, because it perpetuates a Cold War era image of life in "Red" China, with authority figures at every corner keeping everyone in line. It's ineffective, because it creates a scene to which almost no one in its target audience can relate.

If you're dealing with a product or service whose future success has to come from a different demographic than where it is presently situated, consider the following:

• Outrageous does not equal strategic - Apple became the non-traditional alternative to the PC with a single airing of its famous "1984" spot for Macintosh. It was outrageous, but there was careful brand-building thought behind it. There's nothing of the sort with this spot.
• Glide, don't jump - The model in this category has to be Oil of Olay, which slowly transformed its spokespeople from older to younger women. In doing so, it kept the base content while bringing new customers into the fold.
• Consider an extension - Toyota knew it would be hard-pressed to sell a $40,000 car under a nameplate known for value. Voila, Lexus. Alberto VO5 means nothing to the demographic they're aiming for with this spot, so why use it? The same goes for your brand: Does it help or hurt what you're trying to do? If the latter, bury it.

The message: Being edgy for "cut through the clutter" effect may win awards in the creative community, while losing the customers you used to be able to count on.