The Winona Ryder advert that just about stole the show during the Golden Globes telecast.

A woman stands alone in her dressing room. She fixes her black dress, her hair, preparing to give the performance of her life.

She breathes deeply, the presumably life-changing words she’s about to say weighing on her chest. She ponders the many bunches of flowers she’s received. The music is dramatic. This woman must be important.

She touches her hair again. She really likes touching her hair. Who could she be?

And then, as she prepares to step out onto the stage, we see her face. It’s… it’s Winona Ryder? Wait, this is an ad?

That was the collective thought process of The People upon seeing L’Oréal's latest hair commercial during the 2018 Golden Globes.

"Everyone loves a comeback. Damaged hair deserves one too", read the tag line for the cosmetic giant's ad for its Elvive hair products, which claim to revive damaged hair.

But on a night where Hollywood's biggest female stars wore black, made speeches and brought activists as their dates in a collective show of the strength of #TimesUp, the ad had many of us feeling things. Many things.

First, we were hypnotised. Curious even.

Who is this majestic woman in black? Is she apart of the Times Up movement? What earth shattering things does she have to say? What is this? Is it a movie trailer? WHY DOES SHE KEEP TOUCHING HER HAIR?

LISTEN: The Binge's Clare Stephens recaps her time as a complete novice on a Hollywood red carpet (post continues after audio...)

Then came the confusion.

Wait, this is... an ad? This isn't a political statement? Hasn't Winona Ryder already 'come back'? With, y'know, her role in Stranger Things? Is L’Oréal comparing Winona Ryder to the crackly split ends I refuse to have trimmed because I 100 per cent am not convinced it'll make my hair grow faster? Do I have to buy this stuff now? WHAT DOES THIS MEAN?!

Unsurprisingly, Twitter had a lot to say about the ad, ranging from delight, disdain and 'what the f*ck'.

FYC Best Performance in a Shampoo Commercial: Winona Ryder

— Kevin O'Keeffe (@kevinpokeeffe) January 8, 2018

I am ugly crying about the Winona damaged hair commercial. #goldenglobes

— Akilah Hughes (@AkilahObviously) January 8, 2018

THIS EXTREMELY RUDE WINONA RYDER AD HAS THE ROOM SCREAMING

— LW (@lindseyweber) January 8, 2018

I'm in a room of gay men and during that Winona reveal on the Loreal commercial, our collective noise was approximately "Richard Simmons saw a spider." #GoldenGlobes

— Louis Virtel (@louisvirtel) January 8, 2018

WHY didn’t @Loreal, since they have Winona Ryder in their damaged hair ads, use the slogan “WHAT’S YOUR DAMAGE, HAIR?” #goldenglobes

— Wendi Aarons (@WendiAarons) January 8, 2018

Me after watching the Winona Ryder hair commercial #GoldenGlobes pic.twitter.com/dO1gucRKkb

— Jon (@prasejeebus) January 8, 2018

who associates Winona Ryder with damaged hair?????????????

— LW (@lindseyweber) January 8, 2018

The saddest thing about the #goldenglobes so far is Winona Ryder’s @Loreal Revive commercials staged around having a comeback. Girl, you don’t need to tell that narrative.

— Alex Johnson (@AtotheJO) January 8, 2018

ummm could we not compare Winona Ryder to an old pile of damaged hair #goldenglobes

— Lane Moore (@hellolanemoore) January 8, 2018

I'm so happy that Winona Ryder is back. She's a fantastic actress. She also looked beautiful in that commercial. #HugeFan #GoldenGlobes

— Ricky Davila (@TheRickyDavila) January 8, 2018

I just SCREAMED at the reveal in the Winona Ryder hair care commercial. I hope it wins the Emmy for Best Drama. #GoldenGlobes

— itsonlyzach (@itsonlyzach) January 8, 2018

that WINONA RYDER'S COMEBACK AS A METAPHOR FOR DAMAGED HAIR commercial is the out-of-nowhere frontrunner for Best Picture at the Oscars now, right?

— Josh Duboff (@JDuboff) January 8, 2018

Someone get this woman a Golden Globe nomination for this ad alone.

You can watch the full commercial below...