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Cheryl Cole stars in the launch ad for L'Oréal Paris False Lash Telescopic mascara.

The TV, press and digital campaign, created by McCann London, highlights the lengthening, false lash-effect of the mascara with the line ‘Off The Scale’.

The 30-second TV spot, directed by Joe Roman through Knucklehead, sees Cheryl invite viewers to "play on a whole new scale".