The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Author

By Amy Houston | Senior Reporter

February 8, 2024 | 3 min read

The actor and body positivity activist riffs off Julia Stiles’s infamous poetry scene from 10 Things I Hate About You.

Personal care brand Billie has tapped its first-ever celebrity spokesperson for its latest ad campaign. In the spot, viewers see Jameela Jamil stand up in front of a class and read aloud a poem about all the ways brands make people, especially women and girls, feel inadequate about their appearance.

To the group, she says: “I hate how you made me compare myself to every woman I saw. I hate how you turned our differences into glaring flaws.”

The scene then cuts to a drug store as people browse the shelves, filled with hygiene and beauty products that all offer to remedy those imperfections.

’10 Things I Hate About Bodycare’ is based on the 1999 romantic comedy movie 10 Things I Hate About You, which starred Heath Ledger, Joseph Gordon-Levitt and Julia Stiles.

Through its campaign work, Billie says it wants to offer a new era of body care that doesn’t perpetrate harmful standards. Jameela Jamil has made a mark within this space with her I Weigh Instagram page that promotes ‘radical inclusivity’ to its followers.

”The women’s personal care industry has too often relied on making women feel insecure about their natural bodies and then conveniently offering products to ‘correct’ or ‘fix’ these so-called flaws,” said the brand’s co-founder, Georgina Gooley. “Instead, we wanted to create body care that was thoughtfully formulated and designed to meet the daily needs of women and what their skin is actually asking for, not the expectations of society.”

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

Creative Ad of the Day Creative Works

More from Creative

View all