The 2018 Golden Globes were very different from years past — in a totally amazing, awesome, empowering, inspiring way. But there was one thing that stood out — and no, it wasn’t Ryan Seacrest‘s red carpet fumbles, or James Franco wearing a Time’s Up pin despite trying to pick up underage girls on Instagram. Rather, it was a commercial that aired during Sunday night’s awards show that triggered all kinds of emotions, on Twitter and in living rooms everywhere.
The minute-long ad for L’Oreal’s Elvive line opened with an unknown actress wearing a full-length black dress as she nervously paces in a dressing room.
She then reclines on a sofa, runs her fingers through her beautiful brown hair before going to sit at a lighted mirror (where we still can’t make out her face).
She then holds up a script as she runs over her lines, and we see her smile at a bouquet of roses with a card that says, “Break a leg! With all my love, M.”
A man then comes to the door to inform the actress that they’re ready for her, and we soon discover that behind that gorgeous mane is none other than Winona Ryder. As the music builds, the graphic on the screen reads, “Everyone loves a comeback. Damaged hair deserves one too.” Thud. A rather lazy way to try and tie the product to the actress, and many agreed.
First off, considering the significance of the night, it was all a bit tone-deaf. Some got their hopes up because they thought NBC was going to be starring on her own NBC show (guess Stranger Things isn’t enough), while others were happy just seeing Winona.
Okay, that L’Oreal/Winona commercial confused me. I thought i was watching something serious about the #MeToo movement and then – BAM! – hair product commercial. Way too extra just to shill shampoo.
— Alisha Grauso (@AlishaGrauso) January 8, 2018
This Winona Ryder haircare comeback commercial is … a choice.
— Britt Julious (@britticisms) January 8, 2018
FUCK YOU L’ORÉAL FOR MAKING ME THINK WINONA RYDER HAD A NEW NBC SERIES CANCEL BLINDSPOT AND GIVE HER ONE NOW pic.twitter.com/KDT1lcOVgd
— Ira Madison III (@ira) January 8, 2018
Did this L’Oréal commercial just compare Winona Ryder’s career to damaged hair?
— Hunter Heilman (@HungerHuman) January 8, 2018
THIS EXTREMELY RUDE WINONA RYDER AD HAS THE ROOM SCREAMING
— LW (@lindseyweber) January 8, 2018
I’m in a room of gay men and during that Winona reveal on the Loreal commercial, our collective noise was approximately “Richard Simmons saw a spider.” #GoldenGlobes
— Louis Virtel (@louisvirtel) January 8, 2018
ummm could we not compare Winona Ryder to an old pile of damaged hair #goldenglobes
— Lane Moore (@hellolanemoore) January 8, 2018
— Wendi Aarons (@WendiAarons) January 8, 2018
But it’s safe to say that likening Ryder to dry, damaged, limp hair was not the way to go. Overall, no one could deal.
At least it was memorable?