Maxim Promotes Hair Care Line

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Maxim haircolor: What did you expect?
Maxim magazine has partnered with Combe Inc. to promote a new line of hair products aimed at the lad mag's twentysomething demographic. And the first commercial for the products feels like it was ripped straight from the magazine's pages. The spot -- for the cumbersomely named Maxim Magazine Haircolor from Just For Men -- features various women going wild over men who use the stuff. A waitress can't stop herself from licking a man's spiked do; an executive goes from boss to lap dancer at the mere sight of a few well-placed highlights; and a man gets mauled by a model after he goes blonde.

The spot, appropriately titled "How to Win Friends," was conceived by Combe's in-house agency and directed by Curious Pictures' Noble Jones. It began airing on cable in June.

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