Creativity

L'Oreal Celebrates Winona Ryder's Comeback in Golden Globes Spot for Elvive

Spot by McCann Says Product Can Revitalize Your Hair's Career Too

By Alexandra Jardine and Jack Neff. Published on Jan 08, 2018

Editor's Pick

Winona Ryder stars in an ad for L'Oreal Elvive that aired during the Golden Globes last night, celebrating her career comeback.

The spot, by McCann and directed by Roman Coppola via The Directors Bureau, opens on the back of a woman with glorious tresses and wearing a stunning gown, preparing somewhat nervously in her dressing room until she's called to go on stage. All throughout, her face remains obscured, but when she's called out, the spot reveals her to be the "Stranger Things" and "Heathers" star. Copy then reads "Everyone loves a comeback...damaged hair deserves one too" to introduce L'Oreal's new Elvive haircare line.

Although the link between Ryder's story and the product feels a bit clunky, we reckon there's enough love out there for Ms. Ryder to strike an emotional chord with some viewers--plus, if she really did use the products, her hair looks fantastic.

Hair-care advertising isn't usually long on storytelling, unless you appreciate the drama of split ends reuniting. McCann wanted to change that with Elvive, building an emotional story around its damage-repair promise, says Sean Bryan, co-chief creative officer of McCann, New York.

"We thought it would be great to celebrate timely comeback stories about women who are back on top of the world," says Bryan. "And there was nobody better to start with than Winona Ryder."

Longer term, Bryan says with not a little optimism, "we'd like to own the idea of comebacks in America, whether it be in sports or other areas."

Cuban-American singer songwriter Camilla Cabello and African-American actress Aja Naomi King are queued up for future Elvive advertising, and some of the focus may go to women "not in the limelight" as the campaign unfolds, he says.

Read more about the campaign strategy here.

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Credits

Date
Jan 08, 2018
Agency:
McCann
Client:
L'Oreal Elvive
Chief Creative Officer:
Sean Bryan
Chief Creative Officer:
Tom Murphy
Executive Creative Director:
Shayne Millington
Executive Creative Director:
Jim Hord
Creative Director:
Rachel Leibson
Group Creative Director:
Nathalie Huni
Art Director:
Marissa Pierce
Writer:
Caitlin Harris
Chief Production Officer:
Nathy Aviram
Executive Vice President, Head of Internal Production:
Aaron Kovan
Senior Vice President/Executive Producer:
Debbie Dunlap
Producer:
Jory Sutton
Senior Vice President, Executive Music Producer:
Eric Johnson
Music Producer:
Dan Gross
Music Business Affairs Manager:
Sam Belkin
Executive Vice President, Director, Broadcast Production:
Danielle Korn
Senior Vice President, Director, Talent Partnerships:
Kimberly Kress
Vice President, Director, Business Management:
Wilmien Blake
Chief Client Officer:
Nannette Dufour
Senior Vice President, Group Account Director:
Luciana Midori
Vice President, Account Director:
Shelly Bhushan
Account Supervisor:
Gustav Cronqvist
Director, Strategy:
Alex Harvilla
Senior Project Manager:
Steven Marchione
Production Company:
The Director's Bureau
Director:
Roman Coppola
Executive Producer:
Lisa Margulis
Producer:
Julie Sawyer
Director, Photography:
Pieter Vermeer
Editorial:
Consulate
Editor:
Peter Johnson
Assistant Editor:
Jeremy Huff
Assistant Editor:
Matt Ferran
Executive Producer:
Lisa Binassarie
Post Producer:
Alan Lopez
Visual Effects Artist:
Mike Stolz
Visual Effects Producer:
Todd Robinson
Song Title:
Anything's Possible
Artist:
Mozella
Audio Producer:
Sonic Union
Audio Engineer:
Joe O'Connell
Telecine:
The Mill
Colorist:
Damien Van Der Cruyssen

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