Beauty Doesn’t Come In A Bottle

With Lux Shampoo, Unilever is striving to make beauty available to all women. To achieve their mission, the global packaged goods concern is turning to the star power of Catherine Zeta-Jones in a Hollywood-like production.

According to Brand Republic, the short, “Alchemist,” was created by JWT from an original screenplay by Jeffrey Caine, who also wrote the screenplay for James Bond film “GoldenEye” and thriller “The Constant Gardener”.
The question this piece brings to mind for me is: what is “content” and what is a “commercial”?
The above looks very much like a commercial that jumped the :30 second track. I don’t have a value judgment about that fact, but I do have a point of view about content’s role in the marketing mix. I believe content is attractive to customers and prospects precisely because it’s not a commercial.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.