The Drum Awards Festival - Creativity

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November 19, 2020 | 2 min read

Following record sales for its 2019 holiday campaign, premium hair tool brand GHD is now launching a TV campaign in key countries for a limited edition Wish Upon a Star collection.

The campaign was created and produced by creative agency Cult in London and will run across satellite and terrestrial channels through November and December.

The short film, directed by Remi Paringaux, portrays three queens following a guiding star, each carrying the ultimate Christmas gift from GHD – stylers and hairdryers – in order to bring good hair days to women.

“We love to tell a Christmas story and this year more than ever we all need the great hair that GHD can give us. Cult was briefed to create a festive campaign that brought the Wish Upon a Star collection to life. We went back to the oldest Christmas story to inspire our generation of 2020 queens to look and feel their best this Holiday,” said Cat Turner, co-founder and chief creative officer at Cult.

The campaign includes 30- and 20-second TV commercials, as well as activity in top salons in premium retail, press and influencer drives with additional bespoke content across digital and social media.

Montse Passolas, global chief marketing officer of GHD, said: “The Christmas campaign is fundamental to GHD and Cult struck the right look, feel and tone with the GHD ‘Three Wise Queens’ delivering good hair days. We all want to give or receive the perfect gift at Christmas and the Wish Upon a Star collection is just that; award winning luxury stylers and hair dryers that you cannot go wrong with when gifting.”

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Cult's ideas and insight take some of the world’s biggest beauty, fashion, luxury and wellness brands beyond their comfort zone to drive tangible business value. Founded in London in 2012 by Bridey Lipscombe and Cat Turner, we launched a New York studio in 2018, a global production house in 2019, and now have over 40 staff and an annual turnover of $8m.

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