Don’t call it a comeback — unless you’re a deceptive L’Oreal commercial about Winona Ryder’s career, that is. An empowering ad starring Ryder aired during the 2018 Golden Globes on Sunday. Well, it started out as empowering and then it morphed into a message about how anything can be salvaged, including bad hair.

In the clip, the “Stranger Things” star (who was nominated for a Globe in 2017 for her role as Joyce on the Duffer Brothers’ Netflix series) is seen walking around a dressing room in a long, black evening gown. She runs her fingers through her hair as she waits nervously before leaving for the stage.

Then she leaves to walk out into the limelight — and you find out her big “comeback” wasn’t her own, but belongs to her stylish ‘do.

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“Everyone loves a comeback,” flashes across the screen. “Damaged hair deserves one too.”

Wow.

The general response on Twitter was “WTF?” — along with a heavy helping of sarcasm. Oh, and some people cried.

“Did this L’Oréal commercial just compare Winona Ryder’s career to damaged hair?” one user wrote. “The commercial about damaged hair deserving a comeback as personified by Winona Ryder’s acting career. Chills. Tears,” another tweeted. “Wait did I just cry at a Winona Ryder shampoo commercial? #GoldenGlobes,” another wrote.

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Reps for Ryder and L’Oreal did not respond to TheWrap’s request for comment on the reaction to the ad.

Watch the bizarre commercial (and see the best reactions to it) below.

Here’s the full Winona Ryder/L’Oreal commercial from tonight’s #GoldenGlobes. It is WILD. pic.twitter.com/vTHRccxlew

– Kevin O’Keeffe (@kevinpokeeffe) January 8, 2018

Did this L’Oréal commercial just compare Winona Ryder’s career to damaged hair?

— Hunter Heilman (@HungerHuman) January 8, 2018

WHAT WAS THAT WINONA RYDER COMMERCIAL

— sonia saraiya (@soniasaraiya) January 8, 2018

The Winona Ryder commercial deserves its own Golden Globe tbh.

— Yvette Angeles (@Yvette_I_am) January 8, 2018

The commercial about damaged hair deserving a comeback as personified by Winona Ryder’s acting career. Chills. Tears.

— Patrik Sandberg (@PatrikSandberg) January 8, 2018

Have I had too much wine or did I just see a damaged hair commercial with Winona Ryder?

— Tim Stack (@EWTimStack) 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

THAT WINONA RYDER SHAMPOO COMMERCIAL HAS ME IN TEARS WTF pic.twitter.com/RTDO2WfKLx

— ||Enya????????|| (@enyaisnotonfire) January 8, 2018

Wait did I just cry at a Winona Ryder shampoo commercial? #GoldenGlobes

— Jeffrey (@BackdoorHustle) January 8, 2018

This Winona Ryder haircare comeback commercial is … a choice.

— Britt Julious (@britticisms) January 8, 2018

What the hell was that Winona Ryder commercial?!

— frank lloyd write (@emarvelous) January 8, 2018

What. Was. That.

— britt (@bthompchomp) January 8, 2018