The House Worldwide is an untraditional agency network. Leila & Damien de Blinkk are unconventional directors. Together, they have done the unthinkable. They’ve created a fashionista ad whose story is both intelligible and built around a tangible selling idea.

Hair is part of a girl’s fashion look. Well done, team, for knowing how to snare her attention. ghd Curve is not so much a beauty product ad, as a fashion ad that leads to the aha moment. It’s an ad that grabs and sells. That’s what ads are meant to do, right?

Of course, the film is aesthetically beautiful. Fashion and music videos are production company, Wanda’s special ‘thing’. And edgy, experimental film work is Blinkk’s.

Drop dead gorgeous imagery housing a daydream story is how you get a fashion audience to stop, look and listen. This daydream story goes one step further. It leads its audience to the reason for the product’s existence. And a real reason they’ll want to buy it. In this case, for the launch of ghd’s wand, it’s “For curls that last as long as you do.”

Creative credits:

Production company: Wanda London

Directors: Leila & Damien de Blinkk

Executive producer: Abi Hodson

Producer: Bonnie Anthony

DOP: Natasha Braier

GHD creative director: Andreas Stavrou

Agency: The House Worldwide

Creative Director: Liz Gilmore

Head of production: Matt C Minor

Creative: Emma Castagno

Editor: Dan Sherwen @ Final Cut

Grade: Aline Sinquin @ MPC

Composer: Ian Williams

Sound: Dan Beckwith @ Factory