Runway models are famously humorless and serious, but one woman on the catwalk gets unusually animated -- to the point of mania -- in a new spot for Unilever shower gel brand Radox.
Created by Droga5 London, the new ad is part of an ongoing campaign that depicts how showering with Radox dramatically alters your mood (one spot last year featured a transformed goth teenager). Nick Ball of Blink directed the spot, which shows a model strutting in an uber-cool show. But instead of keeping the expected composure, she grins freakishly, throws herself around, makes faces, licks other model's cheeks, writhes on the floor and shrieks, to the amazed horror of the fashionista audience. Finally, we cut to her listlessly taking a shower, until she's perked up by Radox's "Feel Lively" fragrance.
It's a fun spot, somewhat reminiscent of Kenzo's Spike Jonze-directed fragrance spot from last year in which Margaret Qualley is a woman possessed by the urge to dance (in a totally bizarre way).