The 'See the light' execution retains the strapline 'ghd, a new religion for hair' and still refers to the transformative experience of using the brand's hairstyling products, but without being overtly religious in tone.
Instead, the ad, created by TBWA\Manchester, shows four women in different scenarios being empowered by ghd, having discovered their true beauty.
Ghd will run a 60-second TV ad and break bumpers around the second series of Lipstick Jungle, the series based on the best-selling Candace Bushnell novel, which airs on LivingTV. The campaign will also involve press and online activity.
The ASA received 23 complaints about the previous ad, including one from the Archdeacon of Liverpool, objecting that it was offensive to people of the Christian faith.
The ad watchdog said it banned the ad because it showed eroticised images in conjunction with religious symbols and the typography of the letter 'T' in 'Thy will be done' was shaped like a crucifix.
This article was first published on Marketing