Madonna, Shakira and Marilyn Monroe in the Sunsilk Super Bowl Commercial
A hair-care brand is hoping to generate some attention through a worldwide campaign that gets under way with a star-filled commercial during Super Bowl XLII on Fox on Feb. 3.
The commercial will present three famous, fabulous females – Madonna, Marilyn Monroe and Shakira – to promote the Sunsilk line of hair products sold by Unilever. The 30-second spot is scheduled for the fourth quarter of the game.
Unilever has capitalized on the female viewership during previous Super Bowls, advertising its Dove brand of skin- and hair-care products. Now it’s time for Sunsilk, which the company brought out in the United States in mid-2006, 50 years after it was introduced in its first market, the Netherlands.
“We felt like a campaign of this magnitude deserved a very big stage,” Sarah Jensen, marketing director at the Unilever hair-care division in Chicago, said Monday.
The campaign carries the theme “Life can’t wait” and urges women to “make your hair happen.” The commercial will direct viewers to a Web site, lifecantwait.com, which is scheduled to go live on Feb. 1, where visitors will be asked to share personal stories about how they – like Madonna, Monroe and Shakira – try to live life to the fullest.
The commercial features snippets of songs associated with each star. Madonna sings “Ray of Light,” Monroe sings “I Want to Be Loved By You” and Shakira sings “Whenever, Wherever.”
After the spot appears in the Super Bowl, the campaign will migrate around the world, to 15 markets in Europe, Latin America and Asia. Sunsilk is sold by Unilever in about 80 countries.
From the New York Times. Thanks to Gerardo.