05/22/2007, Düsseldorf / Germany


Heidi Klum to advertise Drei Wetter Taft

For the last 50 years plus, Drei Wetter Taft has been synonymous with perfect styling chic.

Now, as of Monday, May 21, Europe’s most successful styling brand is launching a new campaign – with German supermodel Heidi Klum providing the new face of Drei Wetter Taft.

“Hamburg 8:30 a.m. Raining again. But thanks to Drei Wetter Taft, hair still perfectly in place.” This legendary German TV commercial featuring a beautifully styled business woman jet-setting around the world has been inseparably associated with the Taft success story since the 1980s. Now, as of Monday, May 21, Heidi Klum will be taking over the leading role. This top model is advertising the number one in the German styling market. The 30-second and 20-second ads with their renowned claim "Perfect hold in any weather” are to be shot under the directorship of Rankin Wardle and Chris Cottam (London) of the production company Tempomedia, Hamburg. The ad agency providing the creative input is TBWA, Düsseldorf. The commercial will be shown by all German public and private broadcasters regarded as relevant to the target group.

“These latest TV ads provide a completely new angle to the familiar backdrop of the three different types of weather,” explains Tina Müller, Corporate Senior Vice President for Henkel’s worldwide cosmetics business in the hair, facial and oral care segments. The wind, for example is generated by a wind machine with a photo shoot as the story line. And in this new campaign it is not rain that provides the air humidity but a rather attractive gardener.

Heidi Klum on her role as the new face of Drei Wetter Taft
"My job keeps me on the go all the time, jetting from location to location around the world. The image of the Drei Wetter Taft lady suits me down to the ground, combining professional commitment with the need to maintain a high standard of appearance,” explains Heidi Klum. “I always wondered when Schwarzkopf would finally give me a call!”

The history of the Drei Wetter Taft lady
Drei Wetter Taft, market leader in the German styling segment, has always kept pace with the changing image of the modern woman, cleverly reflecting the latest hair styling trends in its advertising. While in the 1960s, the Taft lady was depicted in the role of the perfect housewife, in the 1980s, the Drei Wetter Taft model was seen to be jetting around the world in her role as a business woman. Hence, the brand has consistently presented itself in a pioneering role and purposefully reflects the very latest facets attributable to the role of women within contemporary society. In 2007, the focus is very much on the confident woman, mastering the growing demands on her time with exemplary ease and combining job, family and beauty to optimum effect. “There is no other super model better able to embody the image of today’s woman than Germany’s Heidi Klum. She is attractive, self-confident and, with her three children, is proof positive that a good career and family life can be successfully integrated,” asserts Müller. “As such, she is the ideal face for Drei Wetter Taft.”