A new spot by Henkel-owned haircare brand Syoss will resonate with any woman who hates their morning commute, and the effect it has on their hair.
The ad, by Swiss agency Walker Zurich, portrays the horror of morning travel with a wittily-worded script that addresses the commute as a "thief...that has no mercy." And unlike most haircare ads, it acknowledges that no-one looks perfect all of the time however much we might wish to.
"I don't want to arrive looking like this, I want to stride through the office with a mane of golden fire," goes the voiceover as we see frazzled women squished up against the train window and hiding under gigantic hats. There is one woman they envy however: the woman with the perfect curls who's obviously using Syoss.
Directed by Joachim Zunke through production company, Cobblestone, it's an unusually humorous take on a hair care ad -- and memorable for that very reason.
Pius Walker, creative director at Walker Zurich, explained in a statement: "With this film we wanted to create something that was different to the usual mould that hair ads stick to. We're lucky enough to have a client who allows us to do this and push away from the conventional."