Problem: Men often struggle with their appearance, especially when it comes to their hair. Finding a product that delivers on all fronts, a nice shine, great smell, and a solid hold,  can be difficult, to say the least.

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Human Insight: Roommates are always borrowing each other’s stuff, hardly ever admitting to doing so, but there are always signs...

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Big Idea: Create a standoff-style video that captures what happens when a roommate dares to use the other’s golden product — something that makes you look so good, it’s almost suspicious.