The media is inherent to the message. When the reader comes across the double page spread, the message is revealed with the help of the right hand holding the edge of the magazine. Because the edges of the pages following the ad have been printed black, it simulates hair that is straighter than straight thus demonstrating the straightening qualities of the product.

Sunsilk Long Straight Hair is the market leader in the region. This press ad helped to keep it there, even in the face of increasing competition from Pantene, Rejoice and a number of local brands.