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ghd Re-Tells World's Oldest Christmas Story to Launch 2020 Holiday Collection

CULT made a modern twist on infamous Three Wise Men fable in festive spot to promote the hair brand's 'Wish Upon A Star' collection

ghd Re-Tells World's Oldest Christmas Story to Launch 2020 Holiday Collection

Following record sales for its holiday campaign in 2019, ghd, one of the world’s leading premium hair tool brands, is now launching with a TV campaign this month in some of its key countries. The ad for its limited edition Wish Upon A Star Collection was created and produced by creative agency CULT in London, and will run across satellite and terrestrial channels through November and December.

The short film, directed by Remi Paringaux, portrays three Queens following a guiding star, each carrying the ultimate Christmas gift from the ghd in order to bring good hair days to women with ghd award-winning stylers and hairdryers.

“We love to tell a Christmas story and this year more than ever we all need the great hair that ghd can give us. CULT was briefed to create a festive campaign that brought the Wish Upon a Star collection to life! We went back to the oldest Christmas story to inspire our generation of 2020 Queens to look and feel their best this Holiday.” said Cat Turner, co-founder and CCO, CULT.

The campaign includes a 30” and 20” TV commercial, as well as activity in the best salons in premium retail, press and influencer drives with additional bespoke content across digital and social media.

Montse Passolas, global CMO of ghd, said: “The Christmas campaign is fundamental to ghd and CULT struck the right look, feel and tone with the ghd Three Wise Queens delivering good hair days. We all want to give or receive the perfect gift at Christmas and the Wish Upon A Star Collection is just that; award winning luxury stylers and hair dryers that you cannot go wrong with when gifting.”

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Client: ghd

Global CMO: Montse Passolas

Global Head of Marketing and Consumer Insights: Geraldine Jacquinot

Global Product Manager: Shauna Clancy


Creative agency: CULT

Creative Direction: Cat Turner

Copywriter: Freddie Smithson

Art director: Lewys Williams


Production: Irresistible Films

Lead Producer: Alice Dunoyer, CULT

Director: Remi Paringaux, Irresistible Films

Editor: Alexander Hatjoullis, CULT

Post-production: Wai Ying Hou and Claudia Bridge-Parkin, CULT

Post Producer: Coco Kimelman, CULT

Soundtrack composer: N∧V∧Z

Audio post-production: Alexander Hatjoullis, CULT

Category: Beauty & Health , Hair care

Genre: Fashion & Beauty