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Owen Wilson’s iconic blonde locks and effortlessly cool persona have landed him a fitting new gig: chief shampoo officer for California Naturals.

Created in-house and directed by JOJX’s Ace Norton, the campaign marks a major milestone for the 2023-founded brand, coinciding with its rapid retail expansion—including a 1,400-store debut at Ulta and continued growth at Target.

In the spot, Owen grapples with his new title and the challenge of crafting the perfect tagline for California Naturals. “We brought it to life through Owen’s eyes—mixing a touch of nostalgia and a nod to classic taglines, while capturing those shower epiphanies we all get–that feel like pure genius– and letting our chief shampoo officer's imagination run with it,” says Melanie Rabino, head of marketing at California Naturals, speaking with ��������. “Everyone knows the best ideas hit mid-shampoo—or in Owen's case—just hanging out in the shower with our shampoo, pondering.”

California Naturals is a mass-market lifestyle brand offering thoughtfully formulated, naturally derived hair and body care products—infused with what it calls “a healthy dose of West Coast cool.” Wilson, an investor and advisor, was a natural fit for the ‘chief shampoo officer’ role, according to Melanie. “Owen makes it look easy,” she says. “His timing is perfect, he always adds his own spin to the script, and he’s a pro through and through. Great guy, great energy on set.”

Strategically, California Naturals wanted to highlight what makes it different. "We’re not just about one thing—it’s the whole package,” Melanie explains. The brand’s formulas are clean and naturally derived, but they also deliver high-performance results with a luxurious feel—at an affordable price. “The story of how we landed on that tagline really captures that essence.”

The creative approach was to keep everything true to the brand’s vibe: fun, laidback, and real. “We aimed for a story, not an ad—something fresh, fun, and totally us. No typical shampoo commercial vibes,” says Melanie. Director Ace Norton immediately understood the humour and, according to Melanie, “took it up a notch”—along with production partners JOJX and Commondeer.