Winona Ryder’s Haircare Ad Leaves Golden Globes Viewers Speechless

Well, OK, not quite

On a night when Hollywood tried to affirm a commitment to respecting women after decades of the opposite, it was bizarre to see a L’Oréal commercial that likened a famous actress’ career to damaged hair. Even more strange, perhaps, was that a vocal minority of viewers seemed to love the spot—even as it was being skewered by almost everyone else.

The spot, by McCann New York, aired during Sunday’s Golden Globe Awards and advertised L’Oréal’s Elvive haircare product. The ad spent most of its 60 seconds disguising the identity of its star, who is seen playing with her hair as she preps in a remarkably lavish green room for an on-stage appearance at an award show.

In the final seconds, we learn it’s Winona Ryder. And then we get a rather clumsy payoff that tries to tie the product to the actress:

The spot certainly threw many viewers for a loop. The reaction ran the gamut, mostly ranging from bemusement to disdain. The ad did have its fans, though, who seemed to find genuine emotion in the approach. For our money, the spot was lovely to look at—but the metaphor was so clunky as to wander into the absurd, almost to the point of being a laugh line (or at least a groan line).

Check out a variety of responses on Twitter below.

Client: L’Oréal Paris
Tim Coolican – President, L’Oreal Paris
Anne Marie Nelson-Bogle – SVP Marketing, L’Oreal Paris
Said Dabbagh – VP Marketing Haircare, L’Oreal Paris
Agency: McCann New York
New York Chief Creative Officers: Sean Bryan + Tom Murphy
Executive Creative Director: Shayne Millington
Executive Creative Director: Jim Hord
Creative Director: Rachel Leibson
Group Creative Director: Nathalie Huni
Art Director: Marissa Pierce
Writer: Caitlin Harris
Chief Production Officer: Nathy Aviram
EVP Head of Internal Production: Aaron Kovan
SVP Executive Producer: Debbie Dunlap
Producer: Jory Sutton
SVP Executive Music Producer: Eric Johnson
Music Producer: Dan Gross
Music Business Affairs Manager: Sam Belkin
EVP Director of Broadcast Production: Danielle Korn
SVP Director of Talent Partnerships: Kimberly Kress
VP Director of Business Management: Wilmien Blake
Chief Client Officer, McCann Worldgroup: Nannette Dufour
SVP Group Account Director: Luciana Midori
VP Account Director: Shelly Bhushan
Account Supervisor: Gustav Cronqvist
Strategy Director: Alex Harvilla
Senior Project Manager: Steven Marchione
Production Company: The Director Bureau
Director: Roman Coppola
Executive Producer: Lisa Margulis
Producer: Julie Sawyer
Director of Photography: Pieter Vermeer
Editorial: Consulate
Editor: Peter Johnson
Assistant Editor: Jeremy Huff, Matt Ferran
Executive Producer: Lisa Binassarie
Post Producer: Alan Lopez
VFX Artist: Mike Stolz
VFX Producer: Todd Robinson
Song Title: Anything’s Possible
Artist: MoZella
Audio: Sonic Union
Audio Engineer: Joe O’Connell
Telecine: The Mill
Colorist: Damien Van Der Cruyssen

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