Resource/Ammirati launched a new campaign for beauty sample subscription service Birchbox called “There’s a Better Way” with the 30-second spot “A Better Way to Beautiful.”
The ad follows a woman as she is harassed by a barrage of people selling beauty products, from perfume, to eyeliner to “self tanner, so natural.” As she flees the army of tacky salespeople she arrives at her apartment to find a small box, which she clutches as she goes inside. “There’s a better way to beautiful,” says the voiceover, “Say hello to Birchbox.” If it’s a bit hard to watch for the first 15 or so seconds, that’s pretty much the point, as the ad contrasts the ease of Birchbox with more stressful shopping experiences. The broadcast ad will run from June-November on cable networks including Bravo, HGTV, MTV, E! and VH1.
Birchbox is also announcing a new partnership with Gap, which will bring the brand to seven locations across the U.S. including three in New York, as part of the brand’s offline strategy beginning June 5th.
Credits:
Executive Creative Director: Todd Wender