Golden Globes: That Winona Ryder 'comeback' ad was about empowerment, until it wasn’t

Don’t call it a comeback — unless you’re a deceptive L’Oreal commercial about Winona Ryder’s career, that is. An empowering ad starring Ryder aired during the 2018 Golden Globes on Sunday. Well, it started out as empowering and then it morphed into a message about how anything can be salvaged, including bad hair.

In the clip, the “Stranger Things” star (who was nominated for a Globe in 2017 for her role as Joyce on the Duffer Brothers’ Netflix series) is seen walking around a dressing room in a long, black evening gown. She runs her fingers through her hair as she waits nervously before leaving for the stage.

Then she leaves to walk out into the limelight — and you find out her big “comeback” wasn’t her own, but belongs to her stylish ‘do.

“Everyone loves a comeback,” flashes across the screen. “Damaged hair deserves one too.”

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Inside the 2018 Golden Globes
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Inside the 2018 Golden Globes
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Presenters Carol Burnett and Jennifer Aniston onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: Stedman Graham (L) and Oprah Winfrey celebrate The 75th Annual Golden Globe Awards with Moet & Chandon at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Michael Kovac/Getty Images for Moet & Chandon)
BEVERLY HILLS, CA - JANUARY 07: Actors Nicole Kidman (L) and Jessica Chastain celebrate The 75th Annual Golden Globe Awards with Moet & Chandon at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Michael Kovac/Getty Images for Moet & Chandon)
BEVERLY HILLS, CA - JANUARY 07: Actors/filmmakers James Franco (L) and Seth Rogen celebrate The 75th Annual Golden Globe Awards with Moet & Chandon at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Michael Kovac/Getty Images for Moet & Chandon)
BEVERLY HILLS, CA - JANUARY 07: Singer Ricky Martin and artist Jwan Yosef celebrate The 75th Annual Golden Globe Awards with Moet & Chandon at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Michael Kovac/Getty Images for Moet & Chandon)
BEVERLY HILLS, CA - JANUARY 07: Actors Hugh Jackman (L) and Deborra-lee Furness celebrate The 75th Annual Golden Globe Awards with Moet & Chandon at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Michael Kovac/Getty Images for Moet & Chandon)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Presenters Mariah Carey and Common speak onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: (L-R) TV personality Gayle King, Oprah Winfrey and director Ava DuVernay celebrate The 75th Annual Golden Globe Awards with Moet & Chandon at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Michael Kovac/Getty Images for Moet & Chandon)
BEVERLY HILLS, CA - JANUARY 07: (L-R) Actor Michelle Williams, activist Tarana Burke and activist Monica Ramirez celebrate The 75th Annual Golden Globe Awards with Moet & Chandon at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Michael Kovac/Getty Images for Moet & Chandon)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Kerry Washington and Garrett Hedlund speak onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Presenters Kelly Clarkson and Keith Urban speak onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Actor Seth Rogen speaks onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: Actors Ansel Elgort and Shailene Woodley attends The 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Stefanie Keenan/Getty Images for FIJI Water)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Writer/producer Bruce Miller accepts the award for Best Television Series ? Drama for ?The Handmaid?s Tale? during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Sterling K. Brown accepts the award for Best Performance by an Actor in a Television Series ? Drama for ?This is Us? during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: 75th ANNUAL GOLDEN GLOBE AWARDS -- Pictured: (l-r) Actor Jessica Chastain, Isabelle Huppert and Gary Oldman arrive to the 75th Annual Golden Globe Awards held at the Beverly Hilton Hotel on January 7, 2018. (Photo by Christopher Polk/NBC/NBCU Photo Bank via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Presenters Helen Mirren and Viola Davis onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Presenters Carol Burnett and Jennifer Aniston onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Nicole Kidman accepts the award for Best Performance by an Actress in a Limited Series or Motion Picture Made for Television for 'Big Little Lies' during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Nicole Kidman accepts the award for Best Performance by an Actress in a Limited Series or Motion Picture Made for Television for 'Big Little Lies' speaks onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Host Seth Meyers speaks onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: Mariah Carey attends a cocktail reception during The 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Kevin Winter/Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Host Seth Meyers (L) onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Amy Sherman-Palladino accepts the award for Best Television Series ? Musical or Comedy for ?The Marvelous Mrs. Maisel? during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Director Lee Unkrich accepts the award for Best Animated Film for 'Coco' during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Oprah Winfrey accepts the 2018 Cecil B. DeMille Award during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Presenters Emma Watson and Robert Pattinson speaks onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Filmmaker Greta Gerwig speaks onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Oprah Winfrey accepts the 2018 Cecil B. DeMille Award speaks onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Presenters Sebastian Stan and Allison Janney speak onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: (L-R) Actor Octavia Spencer, actor Anthony Anderson and Alvina Stewart celebrate The 75th Annual Golden Globe Awards with Moet & Chandon at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Michael Kovac/Getty Images for Moet & Chandon)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Presenters Sharon Stone and J.K. Simmons speak onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: Actors Doug Jones (L) and Octavia Spencer celebrate The 75th Annual Golden Globe Awards with Moet & Chandon at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Michael Kovac/Getty Images for Moet & Chandon)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Ewan McGregor accepts the award for Best Performance by an Actor in a Limited Series or Motion Picture Made for Television for ?Fargo? during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Director Fatih Akin, with actress Diane Kruger, accepts the award for Best Motion Picture ? Foreign Language for ?In the Fade? during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Presenters Kirk Douglas and Catherine Zeta Jones speak onstage during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, Laura Dern accepts the award for Best Performance by an Actress in a Supporting Role in a Series, Limited Series or Motion Picture Made for Television for ?Big Little Lies? during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 07: Actor Chris Hemsworth (L) and actor/filmmaker Angelina Jolie celebrate The 75th Annual Golden Globe Awards with Moet & Chandon at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Michael Kovac/Getty Images for Moet & Chandon)
BEVERLY HILLS, CA - JANUARY 07: In this handout photo provided by NBCUniversal, James Franco, with Tommy Wiseau and Dave Franco, accepts the award for Best Performance by an Actor in a Motion Picture ? Musical or Comedy for ?The Disaster Artist? during the 75th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 7, 2018 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
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Wow.

The general response on Twitter was “WTF?” — along with a heavy helping of sarcasm. Oh, and some people cried.

“Did this L’Oréal commercial just compare Winona Ryder’s career to damaged hair?” one user wrote. “The commercial about damaged hair deserving a comeback as personified by Winona Ryder’s acting career. Chills. Tears,” another tweeted. “Wait did I just cry at a Winona Ryder shampoo commercial? #GoldenGlobes,” another wrote.

Reps for Ryder and L’Oreal did not respond to TheWrap’s request for comment on the reaction to the ad.

Watch the bizarre commercial (and see the best reactions to it) below.

Read original story Golden Globes: That Winona Ryder ‘Comeback’ Ad Was About Empowerment, Until It Wasn’t At TheWrap

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