Women really like to be emotional. Oh women. However, we’ll let L’Oreal have a little free pass for this marketing stunt, because the film they showed to provoke the crying-fest (162 minutes of tears, no less) was Titanic. Obviously the saddest film of all time, if only for sad irony the “I won’t let go” line.
The ad was put together by McCann México who aim to make “the complex simple and the simple compelling”. They’ve hit that mark with this concept. The advert is simple and effective: the company invited 100 women to a movie, applying waterproof mascara and taking a ‘Before’ picture before they went in to see the film. Then all the feels happened, and of course their makeup should have been dripping everywhere. Instead, once emerged and after an ‘After’ photo was taken, then women’s makeup was still in place. And it’s a really nice touch not mentioning the name of the film (even though you’ll recognise the references).
Of course, the advert plays into a whole bunch of ideas about the way women are portrayed. But not all makeup adverts fall foul to the same stereotypes. Bobbi Brown recently used extreme sports athletes to test the staying power of their new Long-Wear eye collection. Teaming up with four female GoPro athletic brand ambassadors, Olympic Gold Medalist and ski racer, Julia Mancuso, Olympic snowboarder Hannah Teter, world record base jumper Roberta Mancio and profesh surfer Kelia Moniz. These awesome women created the videos themselves testing the make up on some high-octane adventures.
Overall though, anything that puts Leonardo Di Caprio’s finest cinematic performance (right?) to good use, is ok by us.