BST-BDDP has unveiled its first work for Vidal Sassoon Hair Appliances
since picking up the account earlier this year.
The commercial, which breaks this Friday, is an intimate and dreamy
portrait of a group of women relaxing together in a spa. It provides the
backdrop for a distinctive voiceover, which questions the
superficialness of so much beauty advertising.
The voiceover, which is central to the film, begins: ‘When you grow up,
don’t ever stop growing.’
It then goes on to pose a series of questions designed to challenge
conventional thinking on women and their femininity, such as: ‘Should
women fight in wars?’, ‘Should your baby take your name?’, ‘Should
supermodels be role models?’ and ‘Should crying be a sign of strength?’
The film ends with the words: ‘Being beautiful is about how you are as
well as how you look.’
The commercial was shot in the famous spa baths of the Gellert Hotel in
Budapest and features the Romanian synchronised swimming team.
The distinctive voice belongs to Anita Wallfisch, now nearly 80, who is
a cellist and founder member of the English Chamber Orchestra. A recent
BBC 2 documentary recounted her story as a survivor of Auschwitz.
Kevin James, the managing director of Vidal Sassoon Hair Appliances,
said: ‘A beautiful and distinctive product requires beautiful,
distinctive advertising.’
The commercial will be supported by four- and 16-sheet posters at
selected British Rail and underground stations. Media buying is through
Booth Lockett Makin.
The commercial was written by Tom Hudson, art directed by Martin Galton
and directed by the Douglas Brothers.
BST was appointed to handle the first UK-created ads for Vidal Sassoon
earlier this year (Campaign, 20 September).
