A new campaign by DigitasLBi for John Frieda's Frizz Ease hopes to get at a woman's emotional connection with her hair.
The push centers on a 60-second digital ad, which will be posted tonight on the company's YouTube channel. (You can watch our exclusive first look below.) In the ad, "A Girl's Got to Be Free," three models with shiny, sleek hair blowing in the wind scale the Statue of Liberty to give her copper curls a makeover. "Never pull back" is the tagline.
"When you let frizz win, you are pulling your hair and yourself back," explained Melissa Pruessing, vp and group account director for DigitasLBi. "[The ad] is really about the confidence that is instilled in women when they've got great hair; she can make the impact she wants to make."
The ad, created with the help of production company Click 3x, will only appear online. The campaign also includes a new website for Frizz Ease. The effort is the first from DigitasLBi since the Publicis Groupe shop became lead digital agency for brand parent company Kao USA last year.
Another Publicis Groupe agency, Spark, plans and buys media for the company's brands.
Kao USA recently launched a search for a new lead creative agency after splitting with Kirshenbaum Bond Senecal + Partners. The review doesn't affect the media and digital agencies.