Creativity

Just What Happened to Make This Emo Teen So Cheerful?

Goth Girl Is Transformed by Shower Gel in Ad by Radox

By Alexandra Jardine. Published on Jun 30, 2016

Editor's Pick

A grumpy emo teen is transformed by the power of shower gel in this Radox commercial, a situation parents can probably only fantasize about but fun all the same.

The ad, by Droga5 London, starts with the girl's mother waiting for her to finish in the bathroom, then looking bemused as she bounces out, all smiles, and down the stairs to set off joyfully down the street, still with her black makeup and piercings but undeniably cheerful. What's more, at the local skate park, she and her goth friends perform a super-impressive dance routine. It's only at the end that we flash back to the start of her shower, and how the Radox fragrance transformed her mood.

The spot was directed by Somesuch's Daniel Wolfe, who's also used dance to great effect in a previous campaign for Puma, "Dance Dictionary."

It turns out David Kolbusz, Chief Creative Officer at Droga5 London, also has some relevant experience here. "During my misspent teenage years as a hateful, nihilistic young goth, I wish someone had told me about the mood-altering properties of Radox," said Kolbusz in a statement. "Let this campaign serve as a message to all children of the night -- misery is a choice. Fragrance can save you."

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About

Credits

Date
Jun 30, 2016
Agency:
Droga5 London
Client:
Radox
Director:
Daniel Wolfe
Production Company:
Somesuch
Chief Creative Officer:
David Kolbusz
Chief Executive Officer:
Bill Scott
Executive Creative Director:
Rick Dodds
Executive Creative Director:
Steve Howell
Junior Creative:
Lea Brisell
Junior Creative:
Alex Venndt
Producer:
Peter Montgomery
Group Account Director:
Lucy Murray Wills
Account Executive:
Nicole Burgess
Head of Strategy:
Toto Ellis
Head of Client Development:
Amy Garrett
Production Company:
Somesuch
Founding Partner:
Tim Nash
Director:
Daniel Wolfe
Executive Producer:
Seth Wilson
Producer:
Samantha Chitty
Director of Photography:
Tom Townend
Editing:
Trim
VFX:
Time Based Arts
Producer:
Tom Johnson
VFX Supervisor:
Stephen Grasso
Telecine:
Framestore
Colorist:
Simon Bourne
Music:
I Will Love You
Music Supervisor:
Lisa Hart
Music Supervision Company:
Big Sync Music
Writer:
Summer Twins
Artist:
Summer Twins
Sound Design and Mix:
750 MPH
Sound Design and Mix:
Sam Ashwell

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