ABOUT

Joel Santana is one of the most iconic soccer coaches in Brazil. But he is best known for his interviews on his own version of the English language by the time he was South African national team's coach.

By the same time, we had to launch the new line of Head & Shoulders shampoos for P&G. Our challenge was to teach people in Brazil, who in their majority don't speak English, how to say and spell the product's name.

The idea came quickly, "Why don't call Joel Santana to do that?". After all, if we could make him pronounce Head & Shoulders correctly, our clients could do too.

The campaign have six big hits on Youtube. In this one, Joel became a talk show host interviewing Pelé.