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The John Frieda Hair Care team released “A Girl’s Got To Be Free,” a sixty-second digital video to support the complete line of Frizz Ease Hair Care products that treats frizzy and curly hair. The video, created by global marketing and technology agency DigitasLBi, stars the Statue of Liberty being freed from her bun, giving her true style independence. The video is part of the hair care brand’s “Never Pull Back” digital campaign kicking off this month.
“Twenty five years ago, the John Frieda Frizz Ease brand was created and invented the frizz care category. Fighting frizz has been cited as the #1 problem women have when trying to achieve the style she wants,” says Karen Frank, vice president, brand marketing, Kao USA Inc. “We know just how emotional frizzy hair can be and how a woman’s hair impacts the way she feels. With the new ‘Never Pull Back’ initiative, we’re tapping into this universal emotional connection women have with their hair, engaging them with the brand in a whole new way. We feel we’re creating a movement with this campaign and encouraging women everywhere to share the video and their stories through our various social channels.”
The high-energy digital video is set at night in New York Harbor, as three women with free-flowing hair and sleek black attire land on Ellis Island to liberate the Statue of Liberty from her confined hair bun. With tight fluid camera angles, the women rifle through black duffel bags, pulling out climbing gear, harnesses, ropes and helmets. They begin their arduous climb, eventually reaching their destination, where they begin loosening something with their tools. Eventually, the metal creaks and a loud cracks sounds. The camera pulls back to reveal the shoulders and neck of the Statue of Liberty as, suddenly, her hair tumbles down in giant, greenish-silver tousled waves and begins to move in the wind. The women beam with satisfaction, now tiny, hanging there against the liberated Lady Liberty.
“We wanted to create an unexpected online experience that captures the simple, universal truth that when women pull their hair back in resignation to frizz, they pull themselves back. Frizz Ease Hair Care gives her an alternative to this daily struggle and empowers her to step out and conquer each day with confidence,” said Melissa Pruessing, vice president and group account director at DigitasLBi Chicago.
The Never Pull Back digital video drives to the newly launched www.NeverPullBack.com. The full campaign will launch in digital paid, owned and earned media.