The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By Minda Smiley, Reporter

June 12, 2015 | 1 min read

L´Oréal’s latest ad doesn’t tell you how effective its waterproof mascara is – it shows you.

The cosmetics company applied the mascara to 100 women before taking their photo and sending them off to a movie theater to watch Titanic.

While the ad doesn’t outright say the film the women are watching is Titanic, it describes it as ‘the romantic story of an impossible love in a ship that sinks after hitting an iceberg.’

During the 195-minute movie, the spot claims that there were approximately 162 minutes of tears.

After the movie, each woman was photographed again, with the ad proclaiming ‘they could see that despite their tears, they looked as beautiful as before.’

The video was created by McCann Mexico