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When she sees herself in the mirror, Jodi starts to cry again, and starts blaming Jessie for "letting her cut her hair". Esther and the camerawoman are amused; Jessie tries to make the best of the situation. After another cut, Jessie is trying to cut more of Jodi's braids off as all three bridesmaids
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Some YouTubers recorded responses, either urging Jodi to calm down or expressing sympathy for her, since one of her worst moments had just been broadcast for the entire world to see by someone she should have considered a friend. Others parodied the video, usually showing men in a similar situation.
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Griffith estimated that the first two million viewers watched because they thought it was real and the second two million wanted to see if it was a fake. "It didn't matter to us whether people believed it or didn't believe it - just as long as they were watching it, sharing it with their friends and
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The clip was uploaded to YouTube by "wigoutgirl" on
January 18, 2007. It almost immediately received many favorites and views. Soon it was among the featured videos on the site's main page. Eventually, that one copy would be viewed almost 2.8 million times (and overall, all copies viewed 12 million
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and websites began receiving tips that "Jodi" was local actress Jodi Behan. The next day Behan, her sister Jessie and another actress, Esther Orosz, revealed themselves as the characters and admitted it was all staged in a round of media appearances in both the U.S. and Canada (when the quartet
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products. Originally several more had been planned, but the success of the first one had led the company to move right into an ad campaign that would play on the phrase "wig out" and offer solutions, its executives said. Later, industry observers questioned the effectiveness of the campaign in
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she returns to her disappointment with her hair. After a skip where the camera is turned off, Jessie offers Jodi some champagne and reassures her things will work out. But the bride is still not convinced. After another break, the camera shows her cutting her hair.
204:, even though Behan actually did cut her own hair. Others felt it was authentic because Jodi's button-down shirt was consistent with what a bride would wear after having her hair done so as to avoid ruining the style by taking a top off over the hair.
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to. Viewers, and eventually the news media, began debating whether it was real or staged. Two weeks later, after the clip had been viewed 2.8 million times, it was revealed to have been part of a campaign created by marketing firm
Capital C, for
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It was later filmed at the Four Points by
Sheraton in a single take. Jodi got the starring role because she was the only one of the four willing to cut off her own hair. It was uploaded shortly afterwards. The four were signed to a
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Jodi arrives, slams the door and falls to the floor crying about her hair. The other women try to console her. She seems to calm down. They urge her to start getting her dress on. However, once she sees herself in the
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The six-minute clip begins with three bridesmaids killing time in a hotel room while awaiting Jodi, the bride, who they note is running a little late. They joke around and open a bottle of
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products, and removed. It featured actor/writer Ingrid Haas who was hired as the writer and bridesmaid along with Jessie Behan (who plays the most attentive bridesmaid) and John
Griffith
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to review the clip. He was suspicious, believing the hair to be a wig, but admitted he couldn't say for sure and that if it was, the woman playing the bride had a future in acting.
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Toronto advertising agency
Capital C hired John Griffith, a director with production company, Burnout, to direct their video. He saw Haas and Jessie Behan in a
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Some commenters suspected the clip was fake, noting that the camera operator never stops and helps out and that Jodi's hair seemed to be a
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in early 2007. The campaign was created by
Canadian Advertising Agency, Capital C. Seemingly shot by one of three
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and liked their acting enough to give them the roles. Jodi Behan and Orosz were brought in later.
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were particularly interested since the clip was believed to have originated in that country. The
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promoting the
Sunsilk brand because it received little attention compared to the video.
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Along with them was Haas, who explained that the whole film had been shot to promote
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over her face until it was unveiled). They hoped it would help their acting careers.
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try again to reassure her. Finally she sees the camera again and lunges toward it.
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Minds behind YouTube wigout video say 'Net seeds' the way of advertising future
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YouTube's Bride Wig Out revealed as 'net seed' for ad campaign
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Gandhi, Unnati and Patch, Nick; February 4, 2007; "
420:; retrieved from torontoist.com February 3, 2007.
336:Actresses hope for career boost from YouTube clip
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179:and could not reveal their roles in the video.
388:; retrieved from Canada.com February 5, 2007.
8:
431:Unilever cleans up with hoax bad-hair video
314:Canadian hair farce a big hit on YouTube
134:, her older sister and the most helpful
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373:Goodman, Lee-Anne; February 4, 2007; "
22:Jodi Behan as the bride "wigging out".
356:Unilever, P&G Battle Hits YouTube
54:It quickly became popular and widely
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429:McArthur, Keith; February 3, 2007; "
51:day that she starts cutting it off.
418:Famous YouTube Bridezilla Revealed
397:Howell, Peter; January 31, 2007; "
95:operator is never seen nor named.
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354:Neff, Jack; February 12, 2007; "
342:.ca; retrieved February 3, 2007.
156:The camera operator/ bridesmaid
364:; retrieved February 13, 2007.
300:; retrieved February 25, 2007.
28:Bride Has Massive Hair Wig Out
1:
439:; retrieved February 3, 2007.
407:; retrieved February 3, 2007.
399:Is wiggy Bridezilla for real?
322:; retrieved February 5, 2007.
192:talking about it," he says.
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334:Staff; February 2, 2007; "
380:October 25, 2012, at the
177:confidentiality agreement
196:Debate on authenticity
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252:Good Morning America
240:As the month ended,
465:2007 YouTube videos
216:even got legendary
436:The Globe and Mail
416:January 31, 2007;
319:The Globe and Mail
290:February 4, 2007;
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31:is the name of a
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455:2007 short films
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138:of the three.
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470:Viral videos
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249:appeared on
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142:Esther Orosz
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128:Jessie Behan
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77:videographed
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35:uploaded to
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152:Ingrid Haas
41:bridesmaids
33:viral video
475:2007 films
449:Categories
279:References
163:Production
136:bridesmaid
118:Jodi Behan
272:hair care
270:brand of
257:paper bag
183:Reception
93:camcorder
89:champagne
69:hair care
67:brand of
45:hairstyle
378:Archived
264:Unilever
188:times).
83:Synopsis
73:directed
63:for its
61:Unilever
268:Sunsilk
242:Toronto
65:Sunsilk
49:wedding
47:on her
37:YouTube
244:-area
146:Esther
132:Jessie
101:mirror
56:linked
169:play
122:Jodi
112:Cast
79:it.
75:and
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358:";
340:CTV
338:";
316:";
297:CBC
266:'s
202:wig
154:as
144:as
130:as
120:as
451::
347:^
327:^
305:^
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Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.
