There have been reports today that the campaign, for which Affleck is reported to have earned $1.5m, will not be screened in the US because it is too embarrassing, but L'Oreal claims that the actor's contract had never included North America.
In the L'Oreal ad, which has screened in the UK, Affleck is on a filmshoot, talking direct to camera and saying that "this is a really dangerous job -- for my hair". He is then shown passionately kissing an actress, who runs her hands through his locks. The pair are forced to do take after take -- and Affleck also throws in the obligatory "here comes the science" and "because you're worth it too" lines.
The ads were created by McCann-Erickson Paris and filmed in Canada. L'Oreal could not be contacted for comment about the campaign.
Many celebrities are happy to take hefty fees for commercial appearances, on the agreement that the ad will never been shown in the US.
Affleck's performance ranks alongside Michael Schumacher's performance in an earlier L'Oreal shampoo, as well as Madonna's most recent commercial outing for Gap jeans.
Once a respected actor in independent American films, including Kevin Smith's 'Chasing Amy', and recipient of a best screenplay Oscar for 'Good Will Hunting' with sidekick Matt Damon, Affleck's reputation in the media has taken a dive as his acting career has gone mainstream and with is-it-for-real romance with Lopez developed.
The pair's widely derided film 'Gigli' opens in the UK this weekend.
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