This clever ad from Japanese cosmetic company Shiseido steals our ad of the day spot.
To demonstrate the power of its products, the brand has created a simple campaign featuring beautiful models who are 'made under' from female costume back into male.
Ending with the strapline 'Everyone can be pretty', the film shows a classroom full of girls from the perspective of a high school student before reversing to reveal the twist and show how the spot was created.
Director: Sho Yanagisawa, The Directors Guild
Photographer: Jin Ohashi
Creative director: Masato Kosukegawa, Shiseido
Hair & Make-up: Shiseido Beauty Creation Research Center Team
Chief Make-up Artist: Ai Nieda, Shiseido
Chief Hair Artist: Mikiya Fujioka, Shiseido
Production: Watts of Tokyo
Song: Wanna by Spanova feat. Izumi makura & Itto