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LOS ANGELES-DDB is using the title song from the 1960s musical Hair to restage the L.A. Looks line of hair styling gels with an eye to widening the brand’s appeal to an older demographic.
A new 30-second TV commercial features the classic song as a rapid-fire sequence of various hairstyles flashes onscreen. Among the wild styles and weird colors are a handful of more traditional hairstyles and slightly older faces. The spot, which will be accompanied by two print ads, concludes with the tagline, “The new L.A.
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