Super Bowl Shampoo Ad to Star Madonna, Shakira and … Marilyn Monroe!?!
If your knowledge of professional football approximates my own, then you probably cannot name the two teams of burly, sweaty men that bruised each other while some 100 million viewers gnawed on chicken wings during the Super Bowl last year. Was it the New England Whalers who vanquished the Los Angeles Ravens?
Those of us bored by the annual spectacle on the field, however, can usually manage to find entertainment, maybe even insight, in another high-profile game on display on Sunday, February 3. That would be the feast of advertising, which in years past has included memorable servings like the Orwellian 1984 ad for Macintosh, or the man-kiss Snickers ad from last year that some called homophobic.
But when was the last time a Super Bowl ad included a deceased gay icon?
According to Advertising Age, none other than Marilyn Monroe will “star” with living beauties Madonna and Shakira on Sunday in a spot for Sunsilk, one of the world’s leading shampoo brands. Many American consumers know Sunsilk for its “Get Hairapy” ads that featured three gay friends of the targeted young female audience.
Now, before you go ahead and complain about improper use of the Monroe legend, recognize that Norma Jean quite possibly could have rinsed her platinum locks with Sunsilk, a 50-year-old brand. What’s more, the commercial will use digital images of all three women, and their famous hair, in their prime.
You can preview the material here, and watch it during the Super Bowl, when it breaks at the two-minute warning in the fourth quarter, which presumably means near the merciful conclusion of the interminable game.
The commercial, created au contraire by boutique French firms as opposed to the usual big agencies, is a major part of the "Life Can’t Wait" global campaign for Sunsilk. Parent company Unilever hopes the effort, with the inclusion of Monroe, Madonna and Shakira, will help to move the brand into an upscale position in markets like India and Brazil.
But don’t they prefer cricket and soccer there, even if blonds who play football may have more fun?
That's why the "Lilfe Can't Wait" campaign plans to punt beyond the Super Bowl, particularly through Web initiatives that start kicking on February 1. Women will be encouraged to visit and share their stories, ostensibly about hair.
What about their gay friends?
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