Creativity

Avon Calls Out Beauty Industry's Overpromises in Global Campaign

Brand Contrasts Ridiculous Claims With Its Honest Approach

By Alexandra Jardine. Published on May 17, 2017

Editor's Pick

In a new global spot promoting its True makeup range, Avon pokes fun at many cliches of beauty brand advertising that you'll recognize all too well.

Ads that promise more, better technology; claims that you'll be so beautiful no man can resist you; that having shiny glossy hair will make you successful at work, or you'll feel like you're in a beautiful forest with free wi-fi taking a nap on the back of a unicorn: nothing is immune from satire in the spot, created by Argentinian agency Santo and directed by Nico Núbile from Rebolucion.

What women really want, it says, is products that do what they are claimed to do, like Avon True, which was launched last year and is marketed as offering natural, simple and affordable basics. The ad began airing in South America, with plans to roll out to other markets around the world.

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About

Credits

Date
May 17, 2017
Agency:
Santo
Client:
Avon
Creative Director:
Ariel Chiesa
Creative Director:
Dario Porterie
Global Business Director:
Nestor Ferreyro
Agency Producer:
Madeline Baugh
Agency Producer:
Leandro Sussman
Production Company:
Rebolucion
Director:
Nico Núbile
Producer:
Marcelo Dovidio
Sound Design:
Portaestudio

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