 Along with them was Haas, who explained that the whole film had been shot to promote Unilever's Sunsilk brand of hair care products.Originally several more had been planned, but the success of the first one had led the company to move right into an ad campaign that would play on the phrase "wig out" and offer solutions, its executives said.Later, industry observers questioned the effectiveness of the campaign in promoting the Sunsilk brand because it received little attention compared to the video.