Marjut Rimminen

Commercials

Vitaplus, Käpyhiukset

1976 · Commercial · 35mm · 15 seconds

Indal / Womena / Ruutukuva

Käpyhiukset, 1976

Damaged hair feels rough to the touch; in Finland it is called “käpyhiukset”, cone hair. The hair turns into the distinctive VitaPlus conditioner bottle, and after the treatment the hair invites stroking.

This advert is one of my favourites. The visualisation focuses on the image of the product. It is short and factual, and the abstraction, the animation magic, creates a poetic but human touch.

Marjut Rimminen

Drawn animation on paper, in Stabilo pens with Caran d’Ache colouring. The punch holes on the original drawings show how the animation was registered and numbered for shooting under the rostrum camera on 35mm film.

Animation drawing for the Vita Plus käpyhiukset commercial: a girl’s face in grey marker with blue eyes, heavy lashes and pink lips, her hair ruled as a fall of parallel blue lines with a hand gathering it at the top; punched animation paper, the peg holes showing along the bottom edge
Animation drawing for the Vita Plus käpyhiukset commercial: a profile with the eye closed and long lashes, the hair a broad sweep of cyan pencil hatching shot through with pink and yellow, an open hand laid into it; the sheet numbered 4 and 97 at the bottom corners
Vita Plus käpyhiukset still, a hand lifts a fall of dark ruled hair that curls into loops at the ends, beside a pale face with one blue eye and pink lips Vita Plus käpyhiukset still, close on rough hair, every strand drawn with small barbs like fish bones, a pale arm reaching through it Vita Plus käpyhiukset still, the strands of hair redrawn as a stack of smooth wavy lines in turquoise pencil across a white ground Vita Plus käpyhiukset still, the ribbed white conditioner bottle drawn in grey pencil, its dark label lettered ViTa PLUS HIUSHOITO Vita Plus käpyhiukset still, smooth hair falls in a broad curve of fine blue lines past a smiling face, a hand resting beneath it Vita Plus käpyhiukset still, a hand strokes a sheet of smooth blue-ruled hair beside a profile with the eye closed and long lashes

Heard in the film: “Hiukset tuntuvat karheilta, käpyhiuksilta. Käpyhiukset tarvitsevat VitaPlusia. VitaPlus on se hiushoito, joka hoitaa käpyhiuksia. VitaPlusin jälkeen hiuksia tekee mieli silittää.” In English: “Hair feels rough, like cone hair. Cone hair needs VitaPlus. VitaPlus is the conditioner that cares for cone hair. After VitaPlus, you want to stroke your hair.”

Credits

Direction
Lemmikki Nenonen and Marjut Rimminen

Get in touch

For festival and screening enquiries, teaching, masterclasses, or correspondence:

marjut.rimminen@gmail.com