In this online film we see the scandal at the annual pageant of Pliktisijiteur. Here young men compete for the title of Mr Plikt with traditional rounds of Talent, Swimsuit and Beauty.

The foundations of this dull, rural village are rocked when Luke deviates from the hair norm with the help of VO5 Extreme Style. He is banished forever but not before he gets the girl and they run off into the sunset.The spot takes its influences from films that focus on unspoilt, rural lives. From the wholesome, work ethic of the Amish in Witness to the bleakness of White Ribbon.The music was chosen to give a simple folky feel while making it clear that we are not taking ourselves too serious.