John Paul Mitchell Systems Asks, "What Inspires You?"

John Paul Mitchell Systems and Patron Spirits recently wrapped the next installment of their “What Inspires You?” advertising campaign. Filmed by director Steven Lippman, the Summer 2010 philanthropy-inspired campaign showcases both Paul Mitchell and Patron Spirits’ culture of giving back.

Charitable individuals connected with both the JPMS and Patron Spirits companies, such as Paul Mitchell School former and current Future Professionals and Learning Leaders, share the cause that inspires them. Philanthropic organizations included in the 60-second spot range from American Cancer Society to American Forests to Grow Appalachia—started by JPMS in 2010 to provide impoverished mountain residents in the Appalachian region of the United States with skills and resources needed to grow nutritious, sustainable food. JPMS CEO John Paul DeJoria closes the PSA with his challenge to the viewer to follow whatever cause inspires them.

"The 'What Inspires You?' campaign is not a commercial about all of the great things our company does—it is not a pat on the back,” says Nanette Bercu, Sr. Creative Director for John Paul Mitchell Systems. “It is about recognizing ordinary people doing extraordinary things, completely from the heart, and how we can be the conduit for inspiring more people to make change. What is even more amazing is that for each person that we chose to be part of this campaign, there are at least 20 more out there in our network planting, feeding, name it.”

The ads are scheduled to appear on national networks beginning in June 2010.
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