Penelope Cruz has signed to be the new face of L'Oreal. Cruz will apper in a television commercial as well as a series of print ads for the Natural Match hair treatment first but then begin promoting other products and brands for the company.  The first TV spot will debut Jan. 16th during the Golden Globe Awards telecast.

Let me see if I can predict what these spots and ads will look like visually. In the TV commercial Cruz will be shot from the shoulders up as she discusses the versatility and ease of the product. There will be lots of shots of her swinging her long hair around to demonstrate how much "life" the product gives her hair. In the last ten seconds or so it will change to a couple shots of the actual product, possibly including one with both the product AND Cruz. The print ads will show Cruz in kind of half-profile with her hair taking up a good deal of real estate and a medium-sized pic of the product in the corner of the page.

What am I basing my predictions on? The fact that the above outlines are the same ones used for just about every celebrity-starring beauty product commercial for the last ten to 15 years. The only other category of advertising that's suffered less creativity is automotive commercials.