May 25, 2009

Unilever's Alchemist for Lux

Unilever has rolled out a seven-minute Hollywood-style mini film starring Welsh actress Catherine Zeta-Jones to market its Lux shampoo in China and Japan. The film, called 'Alchemist', features a motorcycle chase at a high security laboratory where a youth-enhancing beauty product is being produced. The product turns out to be Unilever's Lux Super Rich Shine shampoo and its benefits are demonstrated by Zeta-Jones's shimmering hair when she attends a red carpet ball. 'Alchemist' was created by agency JWT from an original screenplay by Jeffrey Caine, who also wrote the screenplay for James Bond film 'GoldenEye' and thriller 'The Constant Gardener'.

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