NORTHERN PLANNER

I don't usually crit work. I don't think it's fair when I don't know the business goals and how much the work has been crucified by bad creative development research or the general recruitment process.

This work for Cloud Nine is the exception. Sorry you can't view it here, Youtube won't let me embed it. Since the agency are so proud, they're fair game.

It's for The O, a pretty nifty new hair roller. Very quick, very hot, very easy to use (if you're not a girl, this is both new and important).

I presume this film is supposed to be so good it will be shared, I presume they're having a go at an evolving narrative that can go anywhere.

That's fine. But exactly where can anyone participate in the idea? Where can I get the back story? Not Facebook.

They claim the execution is "Stylish, sexy and unlikee anything the hair industry has seen before". It certainly is unlike anything the market's seen before – anything this bad. Fair enough, do something Sci Fi to reflect the futuristic technology, HOLD ON, not fair enough!! Use Sci Fi to market hair stuff to women? How many Fashionista do you know that collect Star Wars figures? That's right. None.

And as for the manga execution thing, it's just lame. There's no real plot, no real story, nothing (apart from an uncanny resemblance to the Sisters of Murphy if you're old enough to remember).

Sorry, wrong product truth – 'It's futuristic' takes you down a path the audience won't engage with, unless you genuinely engage or create the next generation of women. That's interesting.

Marketing to women basics – "Tell me what it does for me". This product gives you curly hair whenever you need it. It addresses a big tension on hair and fashion – cultural pressure to look amazing, but massive investment in time and effort. Emotionally, busy Generation Y women can't look how they want all the time, or sacrifice spontaneity and probably other stuff you want to do. Please tell me I'm wrong. Show me the error of my ways or my lack of judgment. Please.