By  on March 19, 2010

John Paul Mitchell Systems is keeping it real.

The professional hair care brand has launched a TV advertising campaign for 2010, called “What Inspires You,” to promote the brand via inspirational clips of athletes and community do-gooders.

“Instead of typical product ads, we wanted to know how can we communicate the culture of the company that doesn’t ask people for money or tell them how they should be good. Instead, the ads show extraordinary people doing extraordinary things,” said JPMS’ senior vice president of creative, Nanette Bercu.

The ads follow the Beverly Hills-based professional product maker’s no-product ad theme, which began in 2007 with a print campaign shot by Annie Leibovitz sans shampoo bottles and styling aids.

The new campaign, which was directed by Steven Lippman, will run throughout this year. The first TV ad, which began airing in January, features B-Boy Junior, for example, a break-dancer who was born with polio. It has been airing on Fox, CW and MTV.

A second ad finished filming this month and will begin airing in June. It features eight people who have been “hands-on” with the charities JPMS supports, such as the American Cancer Society. It is still being decided which networks will air the second ad.

Both look to resonate with consumers because “there are so many product ads and they all do a great job, but…most are looking for what is behind a brand,” said Bercu. Last year JPMS “had positive growth,” said Bercu, outperforming the professional industry, which suffered sales declines of about 9 percent in 2009, according to the Professional Beauty Association. Bercu attributed the firm’s resonance to its value-oriented positioning: JPMS offers professional-type products for between $10 and $12, “keeping us in the game.”

The 30-year-old brand generates $900 million in profit annually, the company said.

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