When it comes to ad campaigns for haircare brands, watching models swish their glossy locks from side to side is usually the norm.
So it's refreshing to see that the people at John Frieda have done something a little bittle different to launch their new Full Repair range.
The new collection includes seven different products, each containing a secret magic ingredient - Inca Inchi oil - which saves dry, damaged hair with its restorative qualities.
As for the ad campaign, there's no mention of the above. Instead, the 30-second long video includes a group of women chatting about the range in a rather tongue in cheek way and comes with the strapline, 'Can you guess their secret?'. Watch the clip above to find out more and see which A-listers have been showing off their long locks.