Vitaplus

Everything is pencil on paper, shot on the rostrum and held close on one head of hair for the full fifteen seconds. Long strands fall past a face reduced to one eye, a nose and a mouth, then the film goes right in on the problem: every strand is drawn with small barbs down its length, like a row of fish bones, which makes the coined word "käpyhiukset" [cone-hair, meaning hair gone rough] literal in line. The answer is the same strands redrawn as clean parallel waves, so the entire argument of the commercial is carried by two ways of ruling a pencil. Colour arrives once and only once, warm ochre and pink washing down through the grey, and even the pack stays a drawing, the ribbed white bottle shaded in the same graphite rather than cut to a photograph. It closes on a hand smoothing the hair beside a closed-eyed profile, on "hiuksia tekee mieli silittää" [you want to stroke your hair].