Cheryl Cole fronts mascara ad for L'Oreal Paris

L'Oreal Paris is launching an ad campaign today (23 January) for its False Lash Telescopic mascara, featuring Cheryl Cole.

Cheryl Cole: stars in L'Oreal False Lash Telescopic mascara campaign
Cheryl Cole: stars in L'Oreal False Lash Telescopic mascara campaign

The TV ad by McCann London features Cole in two different eye-catching dresses walking towards the camera and blowing a pair of false eyelashes from her hand. She uses the strapline, "off the scale".

Press and digital activity will support the 30-second TV ad directed by Joe Roman through Knucklehead. The print ad was created by Rankin.

The creative director on the ad was Rob Brown. Liz Gilmore was the art director, while Rob Brown was the copywriter. The media planning and buying was by Zenith.

The Girls Aloud singer first became the "face" of L'Oreal Paris in 2009, promoting the brand's haircare products.

Follow Sara Kimberley on Twitter @SaraKimberley

UPDATE: 17.00: The TV ad launch date has now been pushed back to Wednesday.

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