Huge Attention in Australia! The Eccentric Hairstyle Championship - Featuring Mullets and Broccoli! #UpperNonsense Showcases Gen Z's Self-Expression

1. Craft Beverages Ignite the "Hairstyle Battle"

"Is winter boring? No, you're the boring one." — This provocative tagline kicks off a video released by Brookvale Union at the end of July. Rooted in the beach culture of northern Sydney, the company is known for its "Quality Nonsense" advertising, particularly for its ginger beer. The latest "Upper Nonsense" campaign follows the same concept, mocking the "conventions of hairstyles" and encouraging consumers to compete in being "eccentric." The application process is simple.

1. Either visit a barbershop-style pop-up (held sequentially in metropolitan areas and Melbourne) or perform an "outrageous" haircut at home.

2. Capture the result, tag it with #UpperNonsense and @brookvaleunion on Instagram, and post it.

3. If the post is recognized by the Union, participants can win the company's products or prepaid VISA cards based on the degree of eccentricity — a convincing "cash incentive."Brookvale Union

The deadline is midnight on August 25 (AEST). Other than the rule of "one submission per person," it's mostly freestyle, with chaotic hairstyles like "buzz cut only on the bangs," "neon pink lightning mullet," and "QR code undercut" already appearing in the submission section.

2. Media Spread and Initial Heat-Up

On the campaign's launch day, Australia's major newspaper The Sydney Morning Herald featured it with the headline "The hunt is on for Australia’s most cooked haircut," followed by a live broadcast from the pop-up venue on the TV show 'Today' the next morning. On LinkedIn, staff from the advertising agency Hello posted behind-the-scenes updates like "hundreds lined up just last night," amplifying the PR effect exponentially.LinkedInLinkedIn

3. What is "Cooked Hair"? — The Resurgence of Mullets & Broccoli

In fact, Australia has been the epicenter of a mullet (longer back hair) revival in recent years. The "failed haircuts" born from home clippers during COVID-19 lockdowns have become an ironic staple among the younger generation and are now a part of pop culture by 2025.Wikipedia

Meanwhile, the "broccoli cut," which spread globally via TikTok, is rapidly increasing among teenage boys. Characterized by a "perm × skin fade," it literally resembles a "vegetable" silhouette.Wikipedia

With "Upper Nonsense" entering the scene, the "mullet vs. broccoli" debate has been reignited. On social media,

"Mullets are the true Aussie classic!"
"No, #ZoomerPerm is the future!"

such exchanges are flying around, and the hashtag reached a total of 25 million impressions within 48 hours of launch (according to the company).

4. A Mirror of the Microtrend Era

In fashion research, TikTok-driven "microtrends" — trends with a lifespan of a few weeks — are considered a hallmark of the 2020s. Hairstyles are no exception, with broccoli cuts, wolf cuts, and Edgar cuts being rapidly consumed. In this context, a brand-led "eccentric contest" appears as a counter to "trend fatigue."Wikipedia

5. From the Frontlines of Social Media

• LinkedIn: "The weirder it is, the more free cans you get — it's awesome" (agency staff)LinkedIn

• Instagram (#UpperNonsense): "It's just before payday, but I can save on beer money with this, so I'm going all out" (poster, 27 years old)

• X (formerly Twitter): "I joined with a female mullet and got dumped by my boyfriend, but I got free drinks, so it's all good"

These real voices visualize a "community that accepts weird hair," elevating the campaign from mere promotion to a "festival of self-expression."

6. The Beauty Industry's Perspective

The owner of Sydney's popular barber "Inner West Cuts" commented, "While financial incentives are a gray area in the industry, it's interesting in terms of drawing out creativity." In fact, since the campaign began, the shop has seen a 1.7-fold increase in "photo-ready" orders like pastel-colored fades and asymmetrical lines.

7. The "Chemical Reaction" of Brand and Culture

Brookvale Union has balanced "craft = high quality" and "nonsense = playfulness" for the younger generation. This time, they fused a strong visual element, "hair," into the mix. The innovative aspect is the mass production of UGC (User Generated Content) where the photos taken at the time of posting become advertisements themselves. Man of Many, which runs Feel-Good Friday, analyzes, "The combination of pop-up barbershops and social media incentives lowers participation barriers while yielding rich content."Man of Many

8. Conclusion — What's Beyond "Weird Hair"

"If food can be 'home-cooked,' then hair can be 'home-cooked' too" — this paradoxical message is likely why this movement resonates with young people. Tired of trends that are consumed at high speed, yet still wanting to try something new. Brookvale Union solved this contradiction with the strongest carrot: humor and cash.

By the time the deadline of August 25 passes, the winning "craziest hair" will surely drift through the internet as a new meme. And the next victim of the trend might just be — your hair.

Powered by Froala Editor