Next Instalment in the 'Life Can't Wait' Campaign Features the Icon's
Makeovers and Music
CHICAGO, March 14 /PRNewswire/ -- Madonna, whose new album "HARD CANDY"
is scheduled for an April 29 release, will debut her first single "4
Minutes" in a new Sunsilk commercial, announced today by Unilever. The pop
artist and ever-changing chameleon and superstar originally appeared in the
first Sunsilk "Life Can't Wait" Campaign alongside Marilyn Monroe and
Shakira, but will now be the sole focus of the brand's new styling product
spot that will debut on March 17.
The spot will trace Madonna's ever-evolving look throughout the years
as a means to inspire girls to play around with their current styles --
with the help of the new Sunsilk styling aids -- and will include the music
of Madonna's new single "4 Minutes."
"We're proud to unveil a powerful advertisement that features a truly
inspirational icon along with our new styling products," said David Rubin,
director of U.S. Hair Care Operations, Unilever. "Madonna continues to be
such an inspiration for young girls by continuously reinventing her looks,
and we expect the new commercial will also encourage girls to evolve by
changing their looks and making their hair and lives happen in a variety of
exciting ways."
The spot launches advertising for the new Sunsilk Shower to Style
Collections, including Daring Volume, Captivating Curls, Waves of Envy and
Straight to Perfection. Girls do not have to make do with just one look --
they can have a fling with their hairstyles and change up their looks and
their lives with the Shower to Style Collections. Specially formulated and
designed for each hair care need, the Collections actually start styling
hair in the shower. The fun gets into full swing with styling products to
create a variety of different looks depending on a girl's hair ... and her
mood.
About the Campaign
The "Life Can't Wait" Campaign launched during the broadcast of Super
Bowl XLII on February 3 with a spot that featured three of the world's most
iconographic females -- Madonna, Shakira and Marilyn Monroe.
Created by DeGrippes Gobe in Paris, the "Life Can't Wait" Campaign was
born from the global insight that hair, more than any other physical
attribute, plays a crucial role in a girl's power of transformation and
self expression. Research conducted in six countries with 3,000 women
revealed the universal truth that twenty-something women find having "good"
hair can be a trigger for seizing opportunities.
For more information about the campaign and Sunsilk products, visit
lifecantwait.com.
About Unilever
Unilever's mission is to add vitality to life. We meet everyday needs
for nutrition, hygiene and personal care with brands that help people feel
good, look good and get more out of life. Each day, around the world,
consumers make 160 million decisions to purchase Unilever products.
In the United States, the portfolio includes major brand icons such as:
Axe, "all," Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock,
Degree, Dove personal care products, Hellmann's, Klondike, Knorr, Lipton,
Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave, Sunsilk and
Vaseline. All of the preceding brand names are registered trademarks of the
Unilever Group of Companies. Dedicated to serving consumers and the
communities where we live, work and play, Unilever employs more than 14,000
people in both the United States and Puerto Rico -- generating nearly $11
billion in sales in 2007. For more information, visit
http://www.unileverusa.com.
About the Global Survey
The Sunsilk Global Survey was carried out by Sunsilk in Thailand,
India, Brazil, USA, Russia and Mexico. Approximately 500 girls were
surveyed in each country between August and September 2007. The survey was
conducted by Salt Communications in London. For more information visit
lifecantwait.com.
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