Clever, classy, and expertly designed to make women everywhere covet the new GHD hairdryer. After all, if it's anything like their straighteners, it's bound to be good.
This spot is clever because it ratchets up tension... here are these beautiful, glamorous women; all with a secret... the little boy with the woman in the park provides echoes of The Omen, and the music adds a further palpable layer of intrigue and apprehension.
The furtive manner in which they act - when finally we see what they're doing - suggests they feel they're doing something morally wrong, as if the object were alive and people would be scandalised by their ruthlessness. This later invokes a sense that the Aura must be rare and exotic; something to be had at all costs; mysterious, illegal, possessed by the elite few.
It's classy because it all works superbly together: the direction, the production design, the wardrobe... the craft that's gone into the ad alone lets you know this is one great product. And a waiting list? Genius. Who'd have thought it would be all for a bloody hairdryer?
Creative Agency: The House Worldwide
Creative Director: Liz Gilmore
Creative: Emma Castagno
Managing Partner: Ben Stobart
Account Director: Jo Leek
Account Executive: Amy Miall
Planner: Chris Chard
Head of Production: Matt C Minor
Film Production: Wanda
Director: Leila & Damien De Blinkk
Producer: Bonnie Anthony
Executive Producer: Abi Hodson
Photography: Natasha Braier
Production Design: Anna Burns
Costume / Wardrobe: Cathy Edwards
Hair Design: Sam McKnight
Editor: Dan Sherwen @ Final Cut
Colourist: Aline Sinquin @ MPC
Sound Design: Dan Beckwith @ Factory
Composer: Ian Williams
Ad of the Day is brought to you in association with David Reviews.