Winona Ryder stars in an ad for L'Oreal Elvive that aired during the Golden Globes last night, celebrating her career comeback.
The spot, by McCann and directed by Roman Coppola via The Directors Bureau, opens on the back of a woman with glorious tresses and wearing a stunning gown, preparing somewhat nervously in her dressing room until she's called to go on stage. All throughout, her face remains obscured, but when she's called out, the spot reveals her to be the "Stranger Things" and "Heathers" star. Copy then reads "Everyone loves a comeback...damaged hair deserves one too" to introduce L'Oreal's new Elvive haircare line.
Although the link between Ryder's story and the product feels a bit clunky, we reckon there's enough love out there for Ms. Ryder to strike an emotional chord with some viewers--plus, if she really did use the products, her hair looks fantastic.
Hair-care advertising isn't usually long on storytelling, unless you appreciate the drama of split ends reuniting. McCann wanted to change that with Elvive, building an emotional story around its damage-repair promise, says Sean Bryan, co-chief creative officer of McCann, New York.
"We thought it would be great to celebrate timely comeback stories about women who are back on top of the world," says Bryan. "And there was nobody better to start with than Winona Ryder."
Longer term, Bryan says with not a little optimism, "we'd like to own the idea of comebacks in America, whether it be in sports or other areas."
Cuban-American singer songwriter Camilla Cabello and African-American actress Aja Naomi King are queued up for future Elvive advertising, and some of the focus may go to women "not in the limelight" as the campaign unfolds, he says.
Read more about the campaign strategy here.