John Frieda chose Dawson’s Creek alumni Katie Holmes to promote its new line of Precision Foam hair dye in a miniature four-minute movie called The Decision. The film noir doused advert called for Katie to be redone in a Rita Hayworth inspired look, with long, waved tresses and heavy make up, styles popular for the era the film takes place in. The premise is more than a little far fetched with Katie playing starlet named Joan Hudson who makes the difficult and dramatic decision to dump her colorist in favor of coloring her hair at home. To say the story is stretched is an understatement, but how many commercials really make sense? I think it’s a whimsical, nostalgic take on hair color commercials, which are bland at best, giving the hair color world a much needed shake up.
