Roberts + Langer Tries Out Femvertising for Neutrogena

By Erik Oster 

Roberts + Langer (a DDB unit) launched a new “See What’s Possible” campaign for Neutrogena, making the brand the latest to jump on the femvertising bandwagon with the 30-second “Beautiful.”

The spot opens with voiceover from Kerry Washington asking the question “What makes a woman beautiful?” over a generic, dramatic piano score. Eschewing any direct product promotion, the spot answers the question with a series of empowering answers, from “having the courage to reframe your future” to “the ability to look in the mirror and see that anything is possible,” which leads into the tagline “See What’s Possible.” The spot made its first appearance online today and will make its broadcast debut during ABC’s Oscars broadcast in the U.S. and Brazil on Feb. 28. The global campaign will then roll out digitally in 27 countries, featuring online “#SeeWhatsPossible” spots with Washington and other brand spokespeople. (One such ad, featuring actess Julie Bowen is already on the brand’s YouTube page.) While “Beautiful” is certainly reminiscent of similarly-empowering femvertising efforts from the likes of Dove, Always and Pantene, Neutrogena claims this campaign is different.

“It really works on two levels, which makes it a little different from some of the other dialogs out there in the category and in the media in general,” Ellesha Kirby, vice president, global marketing for Johnson & Johnson face-care brands, explained to AdAge. “It speaks to women about what they see in the mirror when they use our products and see the results. And then it also works on the other level with the shared values with consumers where she is wanting to see what’s possible in her life.”

“We want to celebrate and inspire women,” she added. “I think lots of other brands want to do the same. I think more is more when it comes to empowering women.”

CREDITS

Andy Langer: Chief Creative Officer
Amy Sacks: ECD, Writer
Lynn Mercado: ECD, Art Director
Robin Eliasson: Executive Producer
Director: Melodie McDaniel
Editor: Stephen Jess

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