salon selectives

This campaign gives women credit for having a sense of humor about their hair. It shouldn’t; they don’t. If they did, U.S. sales of women’s haircare products wouldn’t exceed the GDP of half thecountries on earth. In a TV spot in this series, a woman driving through the desert sees cacti and is inspired to give herself a similarly spiky hairstyle. Another of the print ads shows a woman whose ‘do resembles a lampshade. It’s all quite funny—miles more clever than most of the work in the category. But it also feeds into the fear people have of looking ridiculous. In that regard, the campaign’s “See it. Do it” theme imputes to women an impulsiveness they don’t feel about their hairstyles. On the plus side, some readers will enjoy the implication they’re so free-spirited, even if they’re not. After all, we get more pleasure from flattery for virtues we don’t possess than for those we’ve actually got. Agency J. Walter Thompson, Chicago

Client Unilever’s Helene Curtis, Chicago

Creative Director Ann Pearson

Art Director Monica Klasa

Copywriter Michele Salmon

Director of Photography Thomas Kloss

Photography Moshe Brakha

Agency Clarity Coverdale Fury, Minneapolis

Client Millennium Import Co., Minneapolis

Creative Director Jac Coverdale

Art Director Glenn Gray

Copywriter Kelly Trewartha

Print Producer Terri Herber

Photography William Huber


Borders, Perrin and


Portland, Ore.


Columbia Sportswear, Portland, Ore.

Creative Director

Terry Schneider

Art Director

Tia Doar


Troy Asplund


David Emmite

Steve Lane

stock Agency

Toth Brand Imaging, Concord, Mass.


Wrangler Co.,

Greensboro, N.C.

Creative Director

Michael Toth


Janet Champ


Melisa Goldie

Broadcast Art Director

Thatcher Adams

Production Company

Brian Howard


Los Angeles