Exterior beauty counts in Remington's latest ad drive

According to Remington, the campaign highlights the idea that better looking people are happier, richer and more successful than their plainer counterparts and in the battle to look good, it is important to be armed with the right grooming tools.

In the first execution, "hobble", a dishevelled young woman falls over in the street and hurts her leg, while several people walk past without helping. After hobbling back to her apartment she transforms herself with a pair of Remington hair straighteners and is rushed to hospital by a number of very helpful and willing males.

Once she reaches the hospital, the doctor carries her to a bed already occupied by a very unkempt and dowdy woman, who is promptly asked to vacate the bed for the more beautiful girl.

Karen Shepherd, international marketing director for Remington, said: "All of us can relate to a situation in our lives when we've made an effort with our appearance and it has made us feel different.

"Looking good makes people feel good and gives them more confidence to be happier and achieve greater success. Remington is giving a voice to a controversial reality and empowering people to take charge of their looks."

"Hobble" will be followed by a second execution, "twins", which will run on TV from November 13 and on cinema throughout the run of new James Bond film 'Casino Royale' from November 17.

The spot is directed by Lionel Goldstein, through production company Stink. Creatives are Sam Hibbard and Alex Fraser, while the media agency is MediaCom.

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