Hair advertising can be a bit…well, blah. The formula may be considered tired and true but after years and years of similar advertising…?

Since e.l.f. entered haircare earlier this year, agency Tombras has rewritten the rules of hair advertising, this time with an astronaut whose hair looks so good she refuses to wear her helmet in space.

The commercial follows the brand’s equally mad haircare launch film, What the h.e.l.f.? e.l.f. Hair is here!, featuring Bigfoot:

The work’s absurd scenarios show just how far people (and mythical creatures) will go to flaunt their hair. The new spot launched this week across digital, social, YouTube and online video.

Avi Baliga, CCO of Tombras, stated, “The haircare category is one of the most formulaic, expected categories when it comes to its marketing. e.l.f. has completely upended the category with its amazing new line of products. We wanted to do the same with the marketing. So instead of the usual hair models, experts and before/after demos, we launched with Bigfoot and astronauts who choose their hair over helmets even in zero oxygen environments. It’s always a pleasure to work with brands that have provocation and disruption inbuilt in their DNA, and e.l.f. is the very best when it comes to this.”