Sunsilk hair products' 30-second spot "Life Can't Wait," featuring Marilyn Monroe, Madonna, and Shakira, was noteworthy for parent company Unilever's choice in agency. Rather than choosing JWT, Unilever's global creative shop, the consumer products company opted for a boutique agency for the brand's Super Bowl effort and first global campaign. The decision to have planning boutique BrandThinkTank in Paris lead development on the campaign and Desgrippes Gope, also in Paris, create the Super Bowl spot stirred up controversy in the advertising world. JWT helped with some other parts of the campaign that would run in the United States, told The New York Times' Stuart Elliott before the game.
Unilever, which bought the fourth-quarter air time in Super Bowl XLII before deciding which brand would use it, previously used the Super Bowl to promote Dove.
Creative Director: Elie Hasbani.
AGENCY: Desgrippes Gope
QUARTER AIRED: Q4