“Get it Right This Christmas”

Afrocenchix teams up with Recipe to launch the first afro hair ad to air on British TV this Christmas

Georgie Moreton

Deputy Editor, BITE Creativebrief


In a first for British TV, Afrocenchix has launched its Chrstimas ad campaign, featuring a Black woman with natural hair, in a campaign entitled: “Get it Right This Christmas”. The brand has teamed up with creative agency, Recipe, to bring its leading natural Afro hair care products to TV screens for the first time.

The film central to the campaign follows a woman as she tries to get her naturally coiled hair  in shape for Christmas Day. Her comb and bristle brush fail to do the trick but her kinky curls get the boost they need when a friend delivers an Afrocenchix gift sent just in time for Christmas. 

The products bring a breath of fresh air and allow her to “unleash new found confidence for her big debut”. “We wanted our creative process to galvanize the essence of what Afrocenchix represents to deliver a campaign that would emotionally connect and resonate with their consumers.” explained Rebecca Montgomery, Head of Creative Production at Recipe, “We see this ad as an important moment for the British ad industry and hope that it will help lead to greater diversity on television.”

The visuals are accompanied by a spoken word poem inspired by Clement Clarke Moore's 'Twas The Night Before Christmas' by upcoming spoken word artist, Aiha Therese from South East London as Recipe and Afrocenchix saw the ad as an opportunity to champion local talent.

Montgomery continued: “It’s been amazing to be able to open new opportunities for young female creatives, introduce them to our industry and help provide them with a platform to be discovered, whilst developing effective work for our clients – something that wouldn’t have been possible without the trust and support from the whole team at Afrocenchix.”

“We’re ecstatic to put positive representation on television in the form of a relatable hair story.” added Rachael Twumasi-Corson, CEO of Afrocenchix, “It’s great to have worked with up and coming poet Aicha Therese for the project and I can’t wait to see how the first-ever Afrocenchix Christmas ad on TV is received!”

The ad premiered on Channel 4 in a UK first for afro hair ads. ‘Get it Right This Christmas’ will run across TV for the month of November.

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