Medical Hair Restoration Wants Business To Grow

January 2005  

NEW YORK --

Medical Hair Restoration (MHR), a leader in hair transplant surgery, said Tuesday it is launching a branding campaign anchored by three humorous 60-second, direct-response TV spots,

The effort, "It's the hair, dude!" was handled in-house. The spots begin airing this week in local markets nationwide and on cable TV networks including ESPN, ESPN2, ESPN Classic, VH-1, E!, Discovery, Fox News, Animal Planet and Travel Channel. Spend was not given. The spots feature a fictional 1980's rock band that wears spandex and sports big hair, The Hair Dudes.

The commercials parody other products and services that men and women use to try to make them feel more confident and powerful. One focuses on how to make more money buying real estate foreclosures; another on developing tighter abdominal muscles; and the third on a sexual dysfunction.

Just as the balding men in each of the spoofed infomercials is making their pitch, The Hair Dudes -- with the band members sporting heads of long, thick hair -- appear after a rock n' roll pyrotechnics explosion and declare that the only real way to achieve greater life-style satisfaction and feeling one's best is to re-grow hair with a permanent hair transplant from MHR. In unison, the band members sing out: "It's the HAIR, dude!"

"Obviously, these spots are tongue-in-cheek," Dr. Matt Leavitt, founder and medical director, MHR, Orlando, said in a statement. "At the same time, every day our patients tell us stories about how they finally got in shape, got the job, or even the girl after they grew their hair back with our personalized hair transplant program.

There are 50 million men in America with some type of hair loss. The primary goal of these commercials is to help them take a lighter look at their current situation, and then come to us for the only permanent, natural solution."