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CHICAGO Unilever’s Sunsilk brand is looking to reach women through its new “Life Can’t Wait” campaign that will broadcast during the Super Bowl XLII on Feb. 3.
The campaign, which aims to inspire women to live their own lives to the fullest, features iconographic females Madonna, Shakira and Marilyn Monroe.
“We’re proud to unveil a powerful global campaign that features three truly inspirational icons,” stated Stan Cook, vice president of U.S. hair care operations for Unilever. “They’re celebrated not only for their accomplishments but for living with passion and urgency as well as having the confidence to take leaps of faith, with their lives and their looks. Our hope is to inspire a new generation of women to do the same.”
The campaign, created by DeGrippes Gobe in Paris, was born from the global insight that hair, more than any other physical attribute, plays a crucial role in a girl’s power of transformation and self-expression. It is based on research conducted in six countries with 3,000 women.
Following the Super Bowl, the campaign will rollout worldwide, premiering in countries including India, Brazil, Thailand and Mexico. In addition, beginning on Feb. 4 the campaign will have a presence on marquee billboards in New York, Los Angeles and Chicago. It will also be support by homepage takeovers on such Web sites as AOL, TMZ.com and MySpace.
In addition, starting Feb. 1, women can visit www.lifecantwait.com to post their “Life Can’t Wait” moments. A selection of global winners, including one from the United States, deemed the most inspiring will become international Sunsilk icons, and will present the United States in the global campaign.