About mdlondon

mdlondon is an award-winning British premium haircare brand founded by professional hairstylist Michael Douglas. The brand focuses on creating lightweight, user-friendly, and high-performance hair tools and styling products designed to make salon-quality results achievable at home.

The Brief

The brief was to create a personality-led 60-second TV advert for mdlondon, showcasing the brand’s hero product, the mdlondon BLOW hairdryer, while building wider awareness and driving traffic to both the website and social channels. The campaign needed to position mdlondon as an expert yet relatable hair styling brand, combining salon-quality results with Michael McCall’s warm, humorous and authentic approach to hair advice. With Michael as the key on-screen talent, the advert was designed to feel different from a traditional beauty commercial, highlighting the product’s lightweight, powerful and user-friendly design while capturing the brand’s playful tone, expert credibility and belief that great hair should feel achievable.