Top fashion and beauty director Jim Sonzero has directed Nicole Scherzinger in a remake of a classic Herbal Essences commercial that introduced the famous tagline “Yes! Yes! Yes!” The spot, which premiered during this year’s Grammy telecast, was conceived by New York agency atelier and shows the star of The X Factor entering an airplane bathroom to freshen up only to have her rapturous cries broadcast over the plane’s intercom–much to the surprise of fellow passengers. The original version of the ad aired in the 1990s and is one of the most iconic and memorable beauty spots of the era and is still remembered today. The remake is part of campaign re-launching two of Herbal Essences’ most popular lines from the same era (the Smooth and Shine Collections) with Sonzero tapped to give it a hip, modern twist. “I haven’t been this excited about a project in a long time,” Sonzero says. “The mojo on the shoot was fantastic. It was great collaborating with Atelier Creative Director Kristin Moore-Gantz and Producer David Schiavone–good people, great vibes, real pros.”
SPW Credits
Client: Herbal Essences; Agency: atelier, New York. Kirsten Moore-Gantz, Creative Director; David Schiavone, Producer. Production: Sonzero Films, Los Angeles. Jim Sonzero, director; Thomas Kloss, director of photography.
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