Arctic Circle has created a debut TVC for the female aerosol, exclamation. It focuses on the persona and attitude of the exclamation girl.

Instead of being a classical concept ad, it is shot as a music video speaking to the young, sassy, diva girls it is aimed at. The bling, the gold, the statement pieces, the trimmings on the car and the tailor-made hip-hop track all reiterate this. The animation adds to the world the girl lives in, with colours popping and a hint of the best parts of the 80s. This spot demonstrates that it is not just a fragrance, but more an attitude.

Creative team

Exclamation brand manager: Wendy Xengana

Agency: Arctic Circle

Executive creative director: Reghard Goussard

Creative director: Hazel Scrimgeour

Copywriter: Helene van Zijl

Art director: Hazel Scrimgeour

Agency producer: Decia Seloane

Director: Grant De Sousa at Blue Panther Films

Producer: Warren Meltz

Client: Indigo Brands