RKCR/Y&R is launching the second instalment of its ‘Twisted Fairytales’ campaign for hair brand ghd this Saturday (October 23).
The new execution, which will break during The X Factor, supports the launch of the Midnight Collection, featuring a new Gold Classic styler, which it is positioning as the ‘must-have’ beauty tool for the party season.
The new brand film tells an updated version of Cinderella’s famous party scene. As the clock strikes midnight and her dress disintegrates, she stumbles upon a powder room in which she discovers the ghd Midnight Collection. She creates a new edgier look using the styler and some found items and stuts back into the party, ignoring the besotted Prince Charming.
The film, which the agency made with director Floria Sigismondi, features the track ‘Lucky You’ by Los Angeles-based band Le Rev, which RKCR is releasing as a single through a newly-formed record label, Two Black Cats Records. The Cinderella-story has also been edited into a video for the track. The full-length video can be downloaded from ghdhair.com.
Damon Collins, executive creative director at RKCR/Y&R, said: “The Twisted Fairy Tales campaign takes the traditional 'heroine-needs-rescuing' genre and spins it elegantly on its head.”