IFO


DUDEDRUFF

Unlike traditional dandruff ads that focus on women or general audiences, Dudedruff was tailored specifically to male viewers, with the central insight being:

- Many men ignore or joke about dandruff, even though it’s a real concern for them.

- The campaign coins the playful term “dudedruff” — a portmanteau of dude and dandruff — to turn a common scalp issue into a relatable male condition with a personality. Elastic Group

By leaning into humour and a tongue-in-cheek mockumentary style, the campaign creates empathy while making the absurdity of ignoring dandruff feel visible and memorable