With fake news in the spotlight and authenticity one of the top demands people make of brands, Avon’s agency, Santo Buenos Aires, has taken aim at the over-promises made in beauty advertising to launch Avon True.
The ad, Overpromises, parodies skincare advertising masterfully – right down to honey-tone female voice. But it is the copywriting that stars. Here’s an extract:
“You’ll be so attractive men will have an eyegasm just looking at you.
“It will make you succeed and success like successful people succeed.
“An invisible result will make you happier than walking into a dreamy landscape with free wi-fi to take a nap on the back of a unicorn.”
Creative directors: Ariel Chiesa & Dario Porterie
Production company: Rebolucion
Director: Nico Núbile