Herbal Essences - "Say Yes Again" - (2013) - :30 (USA)

Top fashion and beauty director Jim Sonzero has directed Nicole Scherzinger in a remake of a classic Herbal Essences commercial that introduced the famous tagline “Yes! Yes! Yes!” The spot, which premiered during this year’s Grammy telecast, was conceived by New York agency atelier and shows the star of "The X Factor" entering an airplane bathroom to freshen up only to have her rapturous cries broadcast over the plane’s intercom—much to the surprise of fellow passengers.

The original version of the ad aired in the 1990s and is one of the most iconic and memorable beauty spots of the era and is still remembered today. The remake is part of campaign re-launching two of Herbal Essences’ most popular lines from the same era (the Smooth and Shine Collections) with Sonzero tapped to give it a hip, modern twist. “I haven’t been this excited about a project in a long time,” Sonzero says. “The mojo on the shoot was fantastic. It was great collaborating with Atelier Creative Director Kristin Moore-Gantz and Producer David Schiavone—good people, great vibes, real pros.”

The gorgeous Nicole Scherzinger, who was named Herbal Essences Global Brand Ambassador last year, was the ideal choice to reinvent one of advertising’s most iconic taglines. “Nicole is so hot!” Sonzero offers. “She was perfectly cast for this role. She is stunning and has a mischief factor that is totally charming. I had no idea that she trained for the opera.”

“It was a unique project—reviving a retro classic—and Jim rocked it,” adds Moore-Gantz, atelier SVP Global Creative Director. “Jim’s respect for Nicole and his renowned beauty shooting finesse illuminated Nicole’s humorous side and her striking beauty.”

Sonzero shot the spot at Air Hollywood, a Pacoima, California shooting stage that specializes in airplane sets. The director’s crew modified an existing mock-up of a passenger compartment with an upscale, modern and fun look. “We spruced up the interior with colored Plexiglas panels and resurfaced the galley with stainless steel,” Sonzero recalls. “We also used colored lighting to give the interior a clubby feel.”

“Jim and Nicole were a fun pair to watch working on set,” notes Moore-Gantz. “They are both pros and both have a great sense of humor. It made shooting gorgeous Herbal hair in an airplane bathroom, so beautiful!”

Sonzero employed Thomas Kloss as director of photography and used Alexa and Phantom cameras to capture shots.

Agency: atelier, New York. Kirsten Moore-Gantz, Creative Director; David Schiavone, Producer.
Production: Sonzero Films, Los Angeles. Jim Sonzero, director; Thomas Kloss, director of photography.