It was the audition tape that has every struggling actor quaking with jealousy. As we revealed on Wednesday, the YouTube bride-from-hell was actually local actress Jodi Behan, who participated in what was later found to be a brilliant viral marketing campaign for Sunsilk hair products orchestrated by Toronto marketing agency Capital C.
Our contacts were suspiciously cagey once the cover was blown while the fake wedding party continued to play their parts. We now know that Jodi is not actually married, and most interestingly, the hair she cut-off was her own. The piece was accomplished in only two takes and was shot in early January.
We have also learned the scene of the crime: the hotel room belongs to the Sheraton Four Points on Lakeshore. Sunsilk contracted Capital C to spearhead the campaign, and the director of the clip was John Griffith. Griffith says that the clip was only sent out to twenty people and snowballed from there, ending-up with three million views on YouTube in under two weeks.
The four women in Sunsilk’s clip were slated to appear on last night’s Tonight Show on NBC, but bailed when they were told only two of them could appear. They appeared on ABC’s Good Morning America today, which began with Jodi Behan appearing with a paper bag over her head, sliding it off to reveal her short haircut. When asked if they were hoping to attract attention from casting agents, one of the women answered, “That’s why we’re here.”
On Wednesday afternoon, gossip blog Dlisted and Torontoist were tipped-off to the faux-bride’s true identity, and Torontoist was the first to unveil photos of Behan, her MySpace account and her role in a past Toronto production of Pulp Fiction – Live!. The Toronto Star followed-up the next morning with the first direct quote from Behan via email, and her Facebook profile was soon peppered with notes of congratulations from her friends. American, European and Canadian national news organizations jumped on the story, with CTV first reporting ties to Unilever’s Sunsilk brand.
Toronto talent has been no stranger to viral marketing campaigns recently. In October, Director Yael Staav’s “Evolution” short for Dove became a viral internet sensation. The acclaimed spot featured an unremarkable-looking woman who is retouched into a supermodel over a period of forty seconds.