Creative Director's Choice: PMH’s Courtney Vincent applauds Joan’s empowered campaign for Julep

Courtney Vincent, creative director at PMH

Creative Director’s Choice gives creative directors a chance to highlight the current work they think is the best out in the ad world – the ads and campaigns they believe are making a difference.

This week, Peterson Milla Hooks' (PMH) creative director Courtney Vincent takes a deeper look at Joan’s latest spot for beauty brand Julep in the Throw Anything at Me campaign, a celebration to champion every woman’s innate power, showcasing the role that makeup plays in giving us that extra dose of confidence to tackle all the things life throws our way.

Joan Creative and Julep mounted the beauty beast and gave it a titty twister. Felt good.

In the beauty category, you tend to get two ways in: a behind the scenes of a photo shoot just shy of a pillow fight, or a ‘go girl you be you.’ My ovaries start to blush when a concept somehow weasels in.

Apparently, 70% of women use makeup to brave their day, which is the foundation (see what I did there?) of the campaign.

Director Alex Prager, master of twisting the damsel, does a bang-up job creating a fresh kind of heroine. Quick product application, then off we go in awesome high-waisted pants, kicking whatever our faces face, right in the gonads — hateful texts, unattainable beauty standards, domestic assumptions.

There is lots to like here. The casting for one — don’t know her, want to be her, why can’t my leg do that, I should wear less eye makeup. Sold. I appreciated the beat inside the house, a nod to the ridiculousness of the whole damn thing. Plus, the spot came with a bonus video game where you apply foundation then reject Harvey Weinstein-like come-ons.

Have to say, beauty is where it’s at right now. The indie brands are somehow getting louder spending zilch. The Fentys are hugging all with 40 shades not four. Gender bending is no big whoop. It’s a glorious time to have an opinion and leg chop category conventions. Anxious to see what’s next from this brand.

Courtney Vincent is creative director at Minneapolis agency PMH.

View the spot and play the game by clicking the Creative Works box below.

To see the latest creative ads and campaigns, please visit The Drum’s Creative Works section. If you or your creative director would like to be featured in our Creative Director’s Choice, please contact Kyle O’Brien at kyle.obrien@thedrum.com.

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