SUNSILK

So picture it: You are sitting in the Odeon Leicester Square about to watch a movie. Everything is as it should be before a movie; lights half up for the ads and trailers, people settling in, a bit of buzzy chatter. The only thing that is a bit odd is that there are two girls sitting in the middle of the front row who have undoubtedly the biggest, frizziest hair you have ever seen. You feel quite sorry for them actually - this is not a bad hair day, this is clearly a bad hair life. In fact it is so bad that sitting just behind them, you can't actually see the screen properly and are forced to move.

An advert runs for Sunsilk's new variant for frizz prone hair. You are thinking to yourself that the girls in the front row could definitely benefit from such a product, when all of sudden the ad ends and they both leap to their feet and make to kiss the screen, all the while screeching as if they have just struck gold! They thank Sunsilk profusely for saving their lives, and tear out of the cinema to go and "wash that frizz outta my hair!"

You have just seen Comment's new Live In-Cinema campaign, produced in association with Out of the Blue, Fenix Media, Carlton Screen Advertising and Odeon. 10 teams of actors performed 144 shows in complexes across the country from Newcastle to Southampton.

Click here to watch the video