About this advert
23 November, 2009
Charlotte Ashton-Rickardt's view
This parody of the classic fairy tale Repunzle builds curiosity for the advert and brand. The music acts immediatly to grab the viewers attention from what is a serene picture. The Knight in shining armour jumps on his shining motorbike and the classic scene is modernised in this timeless guy gets girl scenario. nThe product is demonstrated as hero as the girl absconds with the help of her trusty GHDs, avoiding the Knight in a twist on the old fairy tale. nThis movie-style execution demonstrates the products abilities in this heavily branded piece of advertising. As it stands the brand is considered superior to competitors, with the help of their limited distribution through credible outlets (supply and demand working at its best). nGHD command a far higher price, out-selling the competition. They are consequently in a position to be spending heavily on advertising that is heavily brand based with image building objectives, typical of fashion brands. nThe business model has built superiority and credibility into the brand. The advertising reflects this with a cool, sleek execution and a modern edge.
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