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# Baltimore Director’s 2018 L’Oréal Hair Ads Make the Cut Amid COVID-19 Roots Crisis
- URL: https://capitolcommunicator.com/baltimore-directors-2018-loreal-hair-ads-make-the-cut-amid-covid-19-roots-crisis/
- Published: 2020-04-27T20:17:21.000Z
- Updated: 2023-10-10T12:55:48.000Z
- Author: Capitol Communicator
- Tags: Advertising, Coronavirus, Video, #wp-top-right-sponsored, #Import 2026-10-08 18:50

**Little did Baltimore advertising/fashion photographer and film director** [**Dean Alexander**](http://www.deanalexander.com/about?ref=capitolcommunicator.com) know how relevant this webisode campaign would become. Launched back in October 2018 on the brand’s U.S. [YouTube](https://www.youtube.com/user/lorealparisnyc?ref=capitolcommunicator.com) channel, the celebrity-studded webisode series spotlights the individuality of each unique person by uniting brand ambassadors who widely span generations. Together, they form a family: [The Roots Family](https://www.lorealparisusa.com/?ref=capitolcommunicator.com).

The family is aptly named, as each member has a serious root problem on their hands. There’s Maxine Roots (**Helen Mirren**), the forgetful and eccentric mother of Marilyn (**Andie MacDowell**) and Maxwell (**Jonathan Saxby**). Maxwell’s wife, Melinda Roots (**Morena Baccarin**), is a part-time philanthropist. Meredith Roots (**Aja Naomi King**), on the other hand, is a full-time drama queen. In addition to her penchant for dramatics, Meredith, along with her sister Margaret (**Luma Grothe**), is dealing with the issue of scattered gray hairs. Luckily, the family has found a magic root touch up solution that works for everyone.

Starring: Helen Mirren, Andie MacDowell, Morena Baccarin, Aja Naomi King, Luma Grothe the Hoeper twins and Jonathan Sazxby  
Agency: McCann Paris  
Production: Wanda Paris  
Director: Dean Alexander  
DOP: Ray Coates