L'Oréal Paris brand ambassador Cheryl Cole returns to TV screens with a new campaign for Elnett Satin titled ‘The Gold One’.
Following a ‘day in the life’ of the X Factor judge, Cole credits the brand for ‘always being in style’ and celebrates the hairspray’s brand heritage and longevity.
Deborah Armstrong, marketing director of L'Oréal UK and Ireland, commented: “The campaign promotes the classic gold can by balancing its legendary hold credentials with its modern relevance now, as an everyday style icon.”
The multi-platform campaign spans TV, print, outdoor, cinema and digital and will run for an initial period of four weeks. Created by McCann London the TV spot was written by creative director Rob Brown and art directed by Andy Tannock and Rob Brown.
Christiana Miranda from Passion Raw directed the advert, with still photography shot by Rankin.
Following the four week run more bursts of activity are planned for later in the year incorporating seasonal spikes of activity around Christmas.