its probably actually trapcodes particular plugin haha altho a similar effect could be created with maya by emitting particles from a texture surface which is basically footage of the woman. the particles would inherit the texture colour and basically their opacity over their life is animated to fade out slowly.
it does look like theres a simple head shape in there thats invisible but has solid particles attached and its roughly matched to the move of the womans head. this will have been layered in.
finally the raw footage itself layered in but bleached so you get eyes and lips - possibly masking in areas then colour matched
all in all a reaaaallllllyyy nice ad and very simple :D good find!