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astonish
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A Straight Sell
This was a launch video and thirty-second commercial for Wella, the mass-market hair people. We were working to an agency in Hamburg – BBDO – and everything had to be approved by them before it reached the client. But the brief might safely be described as uncontroversial – the time honoured formula, in which an attractive young lovely (Tara-Palmer Tomkinson in this case) swooshes her hair at the camera, followed by a bit of animated science, followed by more swooshing.
Distribution was Europe-wide – no room for wacky English humour which earnest Belgians might scratch their heads over – but there had to be high production values, so there were. We weren’t afraid to do the obvious, and everyone was happy, obviously.
“I presented the video yesterday to all our Asian and American Managing Directors. The overall response was fantastic, spontaneous applause all round and high praise for 'the first promotional video that told a beautiful story’”
Jack Elliot, Wella AG
