Damaged goods no more.
Actress Winona Ryder created a stir over a L’Oreal commercial for a new hair care line run during the Golden Globe Awards show Sunday night.
Ryder, who is enjoying a comeback of her own with “Stranger Things,” starred in the commercial that declares damaged hair too can make a comeback.
The actress was awarded a Golden Globe in 1993 for “The Age of Innocence,” but she experienced a significant downward spiral in both her career and in life, to include an arrest in 2003 for shoplifting at Saks Fifth Avenue in Beverly Hills.
The iconic actress enjoyed great success and acclaim in films like Tim Burton’s “Beetlejuice” in 1988 and starred alongside Johnny Depp in 1990 in another Burton classic, “Edward Scissorhands.” The two had a short-lived relationship that inspired Depp to get a tattoo – which was later altered – in her honor.
Ryder made her screen comeback after the shoplifting incident and has steadily been making a “comeback,” garnering Golden Globe and SAG nominations for her latest work on the Netflix supernatural-horror series, “Stranger Things.”
“Everyone loves a comeback. Damaged hair deserves one too,” the L’Oreal ad stated.
Sean Bryan, co-chief creative officer of McCann, New York, the ad agency behind the commercial, told AdAge Ryder was the perfect choice.
“We thought it would be great to celebrate timely comeback stories about women who are back on top of the world,” he said. “And there was nobody better to start with than Winona Ryder.”
The last time we saw Ryder at an awards show was in January at the 23rd Annual Screen Actors Guild Awards, where she stole the show with an array of bizarre facial expressions, prompting all to wonder exactly what she was drinking!
— Conservative News (@BIZPACReview) January 31, 2017
— Jenn Blessing (@jennblessing) January 30, 2017
But the reaction on social media to the hair commercial suggested people liked the reveal aspect of the spot, but weren’t quite as thrilled with the tagline.
Here’s a sampling of responses from Twitter:
Winona Ryder doesn’t deserve this
— Emily Yoshida (@emilyyoshida) January 8, 2018
— JP (@jessiepeterson) January 8, 2018
I…did not see this Elvive commercial coming
— Heidi N Moore (@moorehn) January 8, 2018
That Elvive commercial really took me on an journey. First, riveted by the reveal of the woman. Then, excitement that Winona Ryder is being recognized. Then cringing so hard I injured myself at the tagline:
EVERYONE LOVES A COMEBACK. DAMAGED HAIR DESERVES ONE TOO#GoldenGlobes
— David Chen (@davechensky) January 8, 2018
the winona hair commercial. murdered me.
— deaux (@dstfelix) January 8, 2018
May my damaged hair have Winona Ryder’s career.
— Maris Kreizman (@mariskreizman) January 8, 2018
FUCK YOU L’ORÉAL FOR MAKING ME THINK WINONA RYDER HAD A NEW NBC SERIES CANCEL BLINDSPOT AND GIVE HER ONE NOW pic.twitter.com/KDT1lcOVgd
— Ira Madison III (@ira) January 8, 2018
I'm in a room of gay men and during that Winona reveal on the Loreal commercial, our collective noise was approximately "Richard Simmons saw a spider." #GoldenGlobes
— Louis Virtel (@louisvirtel) January 8, 2018
That Elvive commercial received a more dramatic reaction from the room than any big reveal from any big award show party I’ve ever been to?
— bobby finger (@bobbyfinger) January 8, 2018
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