Skincare brands are constantly throwing promises at people. And brand ambassadors show up in ads using just their beauty as a calling card. Publicis and Garnier have thrown out these two approaches, getting behind the promises and broadening what the brand ambassadors represent. Because Gen Z cares about what’s behind the surface.

Made to Feel Good, the new work by Publicis Conseil introducing Gisele Bündchen as brand ambassador, leads with a 4.15 minute film, The Signature, the story of Bündchen’s signing with the brand. It’s not the story you expect. There is parody borrowed from real life – and a lot of entertainment around the “sell” – the Garnier crew greeting Bündchen on Swiss balls and showing their compatibility by being put through the paces of her passions (like yoga and swimming), Bündchen’s lawyer having to read two massive legal documents. Through all of this, the film outlines the reality of Garnier’s “beauty solutions derived from nature, enhanced by cutting-edge scientific advances” promise and affirms that it genuinely aligns with Bündchen’s high standards.

“We are beyond excited to welcome Gisele to the Garnier family. For over 120 years, Garnier has been pioneering high-performance, accessible beauty powered by nature and science. Gisele is a global beauty icon, an environmental activist, and a true wellness advocate. She is the perfect match for our High-Tech Nature vision. We share the same belief that you should never have to compromise between looking good, feeling good, and doing good for the planet. Together, we are committed to making wellness beauty accessible to everyone,” stated Marc Baland, global brand president, Garnier.

The very original format is enhanced by Prodigious and Iconoclast.

“In an era of 15-second social media clips and fleeting attention, The Signature is Garnier’s invitation to a form of media ‘self-care’. It is not a product pitch; it is a powerful declaration of who the brand is. Inspired by real conversations, it tells with lightness and humour a contract signing unlike any other. It depicts the meeting in Miami between Gisele and the Garnier teams, which gradually turns into a wellness journey. It lays the foundations for a collaboration based on a shared vision and values of transparency, authenticity, and the mission to democratize sustainable, science-backed beauty,” Publicis noted.

“With this new chapter, Garnier is affirming a clear vision: that of beauty that feels good, on every level. Through a sincere collaboration with Gisele Bündchen and authentic writing conceived as a true brand narrative, this film embodies the philosophy, Garnier. Made to Feel Good. The campaign is part of a long-term strategic and creative vision between Garnier and Publicis to give the brand ever greater local relevance and global impact.” adds Agathe Bousquet, president of Publicis Groupe in France.

Credits:

Client: Garnier
Marc Baland: Brand President Garnier 
Julia Mourton: Deputy General Manager Garnier 
Pauline Truc: Global image & Engagement Director Garnier 
Antoine Dejardin: Head of Corporate Communication Garnier

Creative Agency: Publicis Conseil
President Publicis Groupe in France : Agathe Bousquet
CEO & CCO: Marco Venturelli
Creative Director: Alix Cartier
Art Director: Nicolas Hurez
Copywriter; Kevin Salembier
TV Producer: Catherine Huet
Strategy: Sarah Lemarie, Libby Little. 
Global Client Lead: Patrick Leclercq
Global Business Lead: Pierre Bedeire,
Global Account Director: Nicolas Lefebvre

Production Company: Iconoclast
Director: Matthew Frost
DOP: Madison McKamey
Executive Producer: Jean Duhamel 
Production Director: Lucile Baruchel 
Production Coordinator: Lucie Gallot
1st AD: Fabrice Jeandemange
Post Production: Prodigious
Post Producer: Jennifer Vacher
Film Editor: Olivier Gajan
Digital Editor: Louis Chapelain
Colourist : Emiliano Serantoni
Sound: Prodigious