PICK OF THE WEEK: Lux - "Neon Girl"

The soap world has undergone its own scrubdown of late, and beauty marketers have started to brave the world outside the fresh-faced Noxzema girls with flawless skin. Dove, for example, has made Godzilla buzz with its "Real Beauty" movement focusing on the everywoman, while down south, the Argentinian daredevils at Santo have taken a delightful yet quite different tack with Lux soap. Beauty can be real, but it can also be fun. Santo and Lux don't let us forget that, evident in earlier spots starring bubble-bathing queens in flying footed tubs and an animated good girl gone bad in a good way. This week the agency debuted arguably its finest, yet perhaps most simple turn, in this latest spot for the brand. Here, a working woman has bad day, woman goes home, gets clean and gussied up (with a bar of Lux Shine soap) and takes on the world. It's far from originalóa Pretty Woman sort of taleóyet the spot is fun, fresh and ultra-watchable, given that its star is made of neon and lives in a glowing universe of Vegas-style signage, impeccably rendered via the direction of Danny Kleinman and CG talent of Framestore. Nothing like a great makeover to get a storyóor galógoing.