L’Oreal Paris UK: advert-top-1 by McCann London
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L’Oréal Paris (UK) has released its latest campaign by McCann London starring Oscar-winning actress and British icon Dame Helen Mirren. Launching the new Age Perfect Face, Neck & Décolleté skincare, the campaign continues to challenge attitudes towards older women.
Embodying femininity by playfully encouraging the consumer to ‘reveal a little more’, the campaign defies current cultural expectations to cover up after a certain age. In the TV spot Helen questions, “Why should your skincare stop at your face?” and cheekily concludes, “Tone, tighten…unbutton!”.
The campaign launches with content films including ‘French Lessons with Helen’; her unique take on a French lesson where she reminds British women that we’re a lot more ‘au-fait’ with the language than we might think.
Credits
Creative director: Rob Brown
Copywriter: Steph Dunk
Design lead: Andy Tannock
Producer: Anita Osbourne
Managing partner: Lisa Conway
Planning director: David Frymann
Planner: Emily Ellis
Business lead: Alson Webber
Account director: Emma Forsyth
Project director: Louise Hawthornthwaite
Director: Peter Lindbergh @ Working Girl