A grumpy emo teen is transformed by the power of shower gel in this Radox commercial, a situation parents can probably only fantasize about but fun all the same.
The ad, by Droga5 London, starts with the girl's mother waiting for her to finish in the bathroom, then looking bemused as she bounces out, all smiles, and down the stairs to set off joyfully down the street, still with her black makeup and piercings but undeniably cheerful. What's more, at the local skate park, she and her goth friends perform a super-impressive dance routine. It's only at the end that we flash back to the start of her shower, and how the Radox fragrance transformed her mood.
The spot was directed by Somesuch's Daniel Wolfe, who's also used dance to great effect in a previous campaign for Puma, "Dance Dictionary."
It turns out David Kolbusz, Chief Creative Officer at Droga5 London, also has some relevant experience here. "During my misspent teenage years as a hateful, nihilistic young goth, I wish someone had told me about the mood-altering properties of Radox," said Kolbusz in a statement. "Let this campaign serve as a message to all children of the night -- misery is a choice. Fragrance can save you."