P&G ad starring Christina Hendricks banned for misleading consumers

Famous redhead Christina Hendricks’ hair-dye commercial for Clairol brand Nice ‘n Easy has been banned in the UK.

After an investigation by the Advertising Standards Authority, Procter & Gamble – which makes the product – admitted that the commercial was filmed in reverse.

She was shown with blonde hair and text on screen stated “golden blonde”. However, the firm asked her not to colour her hair in the eight weeks before filming to let her own blonde come through. The camera then reveals her newly made over locks, complete with a honey-blonde hue.

The Advertising Standards Agency (ASA) ruled that the advert “misleadingly exaggerated” the effects of the brand’s Nice “n” Easy hair dye, in its ability to transform Hendricks’ hair from red to blonde.

Although the ad showed her with blonde hair after the treatment, two viewers who described themselves as “hair colour educators” complained the change could not have been achieved using the product alone. “Goodbye red, hello golden blonde”.

The day after filming, Miss Hendricks dyed her hair back to red using Nice ‘n Easy. They said the commercial was misleading and exaggerated how the dye works.

After the October 2014 TV shoots, Christina Hendricks used the same red shade until during March 2015, when her hair was again coloured with the blonde shade in order to prepare for a press “reveal” and to ensure P&G were in a position to substantiate the claims in the new TV ad. They said that had been the best way to obtain support for the claims while fitting in with the model’s schedule.

But they noted the fact that Hendricks had dyed her hair blonde after it had not been coloured for eight weeks, and then dyed her hair from blonde to a vibrant red: “whereas the impression given by the ad was that the effect had been produced when changing from the red shade to the blonde”.

The FMCG giant said it had to shoot the ads that way around due to hair health and the actress’ availability.

A Procter & Gamble spokesman said: ‘We are disappointed in the outcome as we are confident that the colour change we depicted is achievable using our products.

“However, we respect the final decision of the ASA and will be removing the TV copy from air effective immediately”.