This Energy Company Uses Beauty Marketing Tropes in Ad Starring Cara Delevingne 

Swedish power company Vattenfall created a face mist to tell a story about sustainability.

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By many markers, this appears to be a typical beauty ad. Model Cara Delevingne, dressed in a silver gown, invites viewers to “try something new” as she holds up a clear bottle in a cloud of mist.

In fact, this is a commercial from European energy company Vattenfall, which uses the aspirational qualities of beauty marketing to inform the public about the possibilities of fossil-free hydrogen. Created by agency Nord DDB, the campaign taps into the star power of Delevingne to highlight a process that produces wastewater “clean enough to put on your face.”

Delevingne

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