2011 Winners & Shortlists

Brief Explanation

In true Alfred Hitchcock fashion, the Garnier Fructis shampoo spot begins with a scene inspired by "Psycho": threatening zoom-ins on young Arab women watching a movie, menacing music and a scary shower scene. This "humorous horror" approach – probably the first in the shampoo category – builds up to a problem that can be truly terrifying: damaged hair from harsh water. The spot moves along with a more upbeat music-video style treatment to demonstrate how Fructis shampoo can offer women hair that's two times stronger, three times shinier. "Great hair" shots and exaggerated devices like knotting one’s hair dramatize the strength and shine messages. To provide a real GCC-feel to the spot, we used a hair mnemonic that serves as a metaphor for Arab women's veils. The TVC signs off with Garnier’s international tagline: "Take Care." Video provided is in English (dubbed), but it was aired both in English and in the Saudi dialect.