Post-Evolution, soap ads strike us as a bit lacking in the imagination department. But Lux Provocateur goes above and beyond the call of duty.
We were dazzled by their charming and innovative stop-motion stint, and they win us over twofold with Neon Girl by Santo, Buenos Aires, the same heartstring bandits responsible for the previous ad, and Danny Kleinman of production company Rattling Stick.
In “Neon Girl” a heroine confined to life as a neon light (a glamorous but taxing world at best) washes her sorrows away with a bar of Lux Shine, then gets roped in by a cowboy. AdCritic notes it’s not an imaginative plotline, but the familiar gamine-to-glory tale walks us through the motions so the execution can stand out. After all, that’s the real show-stopper.
It’s like the philosophy behind soap itself. It’s not the fact you wash that counts, it’s the way you rock it once you’re clean. Okay, maybe that’s overreaching.
