Like most taglines, L’Oréal’s “because you’re worth it” was always something tacked onto the end of an ad; a slogan said so many times since 1973 that its emotional powercell was dead. Until now. L’Oréal decided to restore its might. The brand did so in the most forceful way its agency could think of. McCann Paris turned it into a monologue, spoken by 54-year-old black actress, Viola Davis. (Note her age and the colour of her skin.)
Neither L’Oréal nor McCann could have foreseen what they were launching their ad into when they released it five days ago. Applause on social media turned to fury in what seems to have been moments.
Yes, the ad is heavy-handed. It has the preaching style that sits a lot more comfortably into US culture than others. There is no escaping its intensity. Davis is seen in close-up, without a single visual distraction. She speaks slowly and deliberately, demanding to have message heard. That message is two minutes long. That message is:
You’re worth it. Three words we’ve all heard at least thousand times. You’re worth it, but do you really understand what that means? It’s a beautiful reminder to us all that we have worth. You have reason and rarity. There is value in each and every one of us, including you—that is precious even on the days you might not feel it. You never depreciate in value. Those words are there to remind you, so to all those watching who feel like that or have ever felt like that, focus on what I’m about to say and repeat after me. I’m worth it—ok? … Do not doubt yourself and this time, speak it louder, really loud. I’m worth it!
Shortly after the film was released the race riots began in the US. L’Oréal made an appropriate response:
Sadly, it fanned flames of fury. It’s likely that most UDS brands have an imperfect history of racial inclusion. L’Oréal was, and still is being, pilloried for its.