OGX Turns ‘Mansplaining’ on Its Head in ‘Hairsplaining’ Ft Josh Peck

Mansplaining – the oh-so-satisfying portmanteau that came to prominence following Rebecca Solnit’s essay ‘Men Explain Things to Me’ – is now at the centre of a new campaign from haircare brand OGX.

Created by agency Havas and produced by Imposter, the ad is directed by Carlyn Hudson and features American actor and comedian Josh Peck and his wife, Paige Peck.

In the film, viewers see Josh swing open a shower curtain before announcing, “Hello women everywhere! As a man, I think it’s pretty obvious that I’m most qualified to talk to you about your hair.” And so begins a series of quips corrected by Paige. The tongue-in-cheek nature of the ‘Hairsplaining’ provides some well-rounded comic relief, centring the product throughout

The brand’s innovation and commercial lead, Siddhi Sheth, explains they wanted to tap into the recognisable cultural phenomenon and flip it in a way that feels playful and intelligent. ‘Hairsplaining’ highlights OGX Bond Protein Repair shampoo, but the spot, Siddhi says, is really about brand recognition.

“We wanted to find a way to bridge the OGX brand name into its iconic bottle and showcase what we stand for in a way that felt modern, light-hearted, and resonant with consumers.” The key for pulling this off tastefully was self-awareness and picking the right partner. “Josh Peck is known for his charm and self-aware comedic style, and we wanted to lean into that for this concept,” says Siddhi.

The goal was keeping the tone light, “so we made Josh the punchline to mimic the clumsy, often humorous moments of everyday life, resulting in something more inclusive rather than critical,” she adds. “Josh is beloved by our target audience, and his style of comedy highlights the ability to laugh at oneself – which was essential for this idea to land.”

Driving home the product bottle and brand name was the core of the campaign, “Reinforcing OGX as the number one hair repair brand that champions affordable repair products and hair that looks and feels its best.”

Siddhi explains that Paige acts as Josh’s built-in reality check. “She calls out the over-explaining in real time, and she’s the personification of what OGX represents – that effective haircare can be simple and obtainable.

“Their energy and banter make it feel like any moment between partners, family, or friends, really making the spot feel authentic rather than scripted, helping the message land naturally.”

The campaign’s success will hinge on how it helps OGX to cut through category clutter and cement brand recognition – this year, the brand will continue to focus on innovation and evolving how it shows up culturally.