Kelsea Ballerini is flexing Patsy Cline-era Nashville drip in Pantene’s splashy new summer campaign for its Damage Repair collection. “If all that bumpin’, teasin’, and bleachin’ has left you with some country-fried hair,” the retro-styled singer says, “well, come get yourself some fixins.”
The country singer appears in the “Fixins for Country Fried Hair” campaign’s first ad spot as a ‘50s waitress serving up remedies for split ends, dryness, and frizz in an Airstream-inspired “Pantene Diner.”
It’s the impetus for the campaign’s live element, the Pantene Fixins Truck, a “diner on wheels” pop-up with samples, photo ops, and styling tips. It’s touring U.S. cities at stops that will include Ballerini’s hometown of Knoxville, TN; the Texas State Fair, and the Cotton Bowl.
“Fixins for Country Fried Hair beautifully blends Southern flair with Pantene’s rich heritage of serving hair repair since 1945,” says Robert Reiss, Vice President of Pantene North America. “With big, bold country hair taking center stage, we’re excited to launch this campaign alongside Kelsea.”
Ballerini, who recently wrapped up a 30-city leg of her arena tour, says that “I’ve put my hair through bleach, heat, color — you name it — and Pantene always brings it back.”
The campaign touts Pantene’s budget-friendly Damage Repair collection, “ensuring everyone can achieve the healthy hair they deserve without the hefty $90 price tag,” the brand says.
The collection is enriched with pro-vitamins and a nourishing oil blend designed to replenish lost nutrients and restore shine.