Buzzman in Paris has done it again. The same agency that brought you Whopper-flavored toothpaste, ugly Christmas sweaters with burning yule logs and the Nosulus Rift is once more pushing the boundaries of weird with a video for “cellular stimulation” brand LPG.
LPG has a patented technology called Endermology that promises to stimulate your cells’ own potential to maintain youth. Using a rod that more or less massages your face, it apparently relaunches natural production of collagen, elasticity and hyaluronic acid.
To showcase its new tagline, “Fight for Natural Beauty,” it enlisted Buzzman to wage war on plastic surgery and Botox culture—in what may well be the creepiest way possible. The video below features a surgically enhanced woman vaunting her own beauty in what seems like narration as the camera shoots her at various angles.
But surprise! She’s actually talking…
…through a ventriloquist dummy. Because that’s just how Botoxed-up she is. The ad concludes, “Never leave your face bare of emotions.”
“It’s not just a weird idea. It’s a weird idea with a powerful message behind it,” Buzzman president and executive creative director Georges Mohammed-Chérif tells AdFreak. “We want people to be drawn to the beautiful imagery but also to feel uncomfortable seeing the film. We want to surprise them, to create a powerful reaction in order to have a real discussion.”
The video takes place in the wealthy woman’s drawing room. It opens with wafting opera music as our heroine touches up at a window. The atmosphere is both ghostly and remote, a trinketed, intimate space that feels almost as enclosed as a snow globe.
“This woman used aesthetic medicine because she wanted to look and feel more beautiful—but in the process, she lost her humanity and depth, she destroyed her face and expressions,” Mohammed-Chérif continues.
“Ironically, the ventriloquist doll represents the only way for this woman to convey any sort of physical emotion. She can’t speak properly, she can’t smile, all she can do is make the doll do it for her. The doll has a little distance, a look in the eye that tells us she kind of mocks the woman. She’s actually become more human than her.”
In 2015, according to the ISAPS International Survey on Aesthetic/Cosmetic Procedures Performed, cosmetic surgical and non-surgical procedures in France totaled 488,718, or 2.3 percent of the total worldwide. (The U.S. tops the list, beating Brazil, with 18.6 percent of the global total. That’s over 4 million procedures.) Face and head procedures in France totaled 101,365—about one-fourth of the U.S. total of 413,140. In both countries, breast augmentation is the most common procedure.
As figures likely rise, LPG hopes to show women that natural, non-intrusive alternatives exist for expressing their own unique beauty.
“We are talking to people who are searching for physical perfection and ultimate beauty through injections and procedures, regardless of their danger,” says Mohammed-Chérif. “We take a stand through this film, against such abuses in order to reach people, engage with them and start an emotional and practical conversation about those issues. So, of course, in the end, we are offering an alternative, but primarily, we want people to realize how harmful those extreme habits are.”
The film will be broadcast from May 8 on TV in a :40 iteration, and online in its full 1:30 glory.
President: Nathalie Guitay
Sales and Marketing Director: Nelson Philippe
Strategic Marketing Manager Gaële: Euvrie
International Sales Director Isabelle Boué: Jaoshvili
President and Executive Creative Director: Georges Mohammed-Chérif
Vice-President: Thomas Granger
Associate Director: Julien Levilain
Artistic Director: Julien Doucet
Copywriter: Lilian Moine
Creative Assistant: Thibault Picot
Account Director: Xavier Devaux Landragin
Strategic Planner: Renaud Berthe
Head of PR & Communication: Amélie Juillet
PR & Communication Assistant: Victoria Morin
PR & Communication Assistant: Kenza Bennani
Head of TV Production: Vanessa Barbel
TV Production: Géraldine Bourguignat
Production: GANG FILMS
Sound Production: Schmooze
Director: Johnny Green
Producer: Jean Villiers
Post Producer: Julien Daniel
Post Production: GANG FILMS