When we heard Sunsilk tapped design firm Desgrippes Gobe, Paris and BrandThinkTank to compose its Super Bowl spot — which features images of Madonna, Shakira and Marilyn Monroe — we pictured something deliciously Warholian and mod. We thought it would make sensuous sport of our eyes and ears.
Instead there was this.
We watched it twice to be sure of its suckage. We are now certain. The pictures and music should flow, but the ad feels like it missed a much-needed appointment with the cutting room. It’s all too much like a YouTube mashup.
And whose idea was it to go with “their hair tells their story”?
WORST. MESSAGE. EVER.
We expected some superficiality; it’s an ad for hair product, after all. But not only does it fail to market the product’s merits, the copy and graphics put potentially-sexy Sunsilk in LA Looks territory.
And LA Looks didn’t have to buy a Super Bowl spot to be remembered forever as the LIVE THROUGH YOUR HAIR! ’80s brand.
Okay. Last gripe. Appending a promotional URL to the end of the spot? So 2007. And it was lacking in imagination then, too!
Shoulda stuck with Bridezilla, guys.
Update, 2/2: Olivier Mermet says the images of Madonna and Shakira cost Sunsilk $10 million and $2.5 million, respectively. That’s a lot for a final result that looks strikingly similar to really bad vectors.
