Ulta Beauty’s short film documenting a breast cancer survivor’s first haircut post-treatment has been voted by US Creative Work readers as Ad of the Week.
Created by Mullen Lowe, the moving ad features a narrative written by survivor Tracy DeSoto that initially is full of despair. Yet when read backwards, its meaning is entirely changed and is turned into a message of hope.
The video prompts viewers to donate to the Breast Cancer Research Foundation. According to Ulta Beauty, the company has raised more than $10m for breast cancer research since 2009.
To further raise funds during Breast Cancer Month, Ulta Beauty will donate $1 to the Breast Cancer Research Foundation for every person who snaps a selfie of themselves clad in pink with the hashtag ‘#UltaPinkOver’ (up to $20,000).
If you’d like to vote for next week’s winner, visit our US Creative Work section here. The ad that receives the most votes will be named ‘US Ad of the Week’ next Wednesday.