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An Ugly Beauty Ad
A brave move from both brand and agency, this “ugly beauty ad” proves that by tapping into local insight and disrupting the medium, a campaign is able build a real connection with its audience.
We saw in the brief an opportunity to challenge a beauty philosophy. Our response to this cultural behavior is a campaign built on the insight that a beauty regimen should not feel ugly.
The spot opens with what looks like a typical beauty commercial, until things take a sudden turn for the ugly. Playing images conventionally off-limits in beauty ads.
Category: Film, Online
Client: Belo Essentials
Year: 2018
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