My eyes light up whenever I see that PróCede hair thickness infomercial on television. It’s an absolute joy -- joy exquisitely represented midway through the ad by a male model when he turns to camera, stroking his incredibly resolute full head of hair and smiles that smile only people who have possibly bargained with Satan could know.

To be clear, I didn’t just compare PróCede for Men to a deal with the devil. Not when it has the stamp of approval from my main man … Giuseppe Franco. Who is Giuseppe Franco, you ask? What does he do? Why should I care about him? Well why should you care what time the wind is … he’s that elusive.

But if I had to surmise, he’s some kind of Beverly Hills salon expert. Incidentally, the PróCede people throw around that locale so much in the ad you’d swear it was 1986.

Watch the entire infomercial here. One of my favorite moments is near the top, when Giuseppe turns oh so nonchalantly towards camera, shooting us an expression that surmises, “Wow professional video camera and 8 man crew, you really caught me with my guard down! Would you like to learn how to regrow hair?”

However, the undisputed best moment is reserved for his encounter with celebrity client Gary Busey. It’s a fleeting moment -- a simple hug between a salon expert and his client -- but something this filled with kismet doesn’t last forever. I want to freeze-frame it, like the Zapruder film, and pick over every meticulous detail.

At its beginning, I'm pretty sure that Busey is thinking about head butting Giuseppe in the face but as it develops, and when finally they lock bodies, it’s clear to me that Gary Busey is always thinking about giving a person a head butt -- this time he just decided not to do it.

At the end Giuseppe tells us, “Hey. My name is Giuseppe Franco. I’m not putting my name on the line for something that doesn’t work.”

No. He wouldn’t. And I can’t imagine that a Beverly Hills celebrity hairdresser, with two overly elaborate first names, would ever dare.

-- Michael N