McCann, the global advertising network, AMC Networks, Traverse32, and Breakwater Studios announced that The Final Copy of Ilon Specht, the acclaimed documentary short which depicts an intimate account of the creative genius behind L’Oréal Paris’s iconic slogan, “Because I’m Worth It,” has been licensed by AMC+ for nation-wide streaming across the U.S. The movie will debut on International Women’s Day, March 8, on AMC+, in the U.S. and on TED’s YouTube channel, and is streaming now on Prime Video in the U.S., U.K., Germany, France, Spain, Italy, Greece Netherlands, Poland and Portugal.
For over 50 years, L’Oréal Paris has been defined by its iconic tagline, “Because I’m Worth It,” with its bold statement of female empowerment. Crafted amidst the gender and cultural shifts of the early 1970s, the phrase was written by Specht, a brilliant but little-known female copywriter at McCann, then one of only a few women in advertising to be a copywriter. At a time when women were to be seen and not heard and men dictated a woman’s worth, Specht rebelled, defiantly penning a “a four-word feminist manifesto” to the women of the world.
“Because I’m Worth It” created a revolution in the beauty industry and ushered in a new era of empowered feminism, the impact of which resonates to this day: for the L’Oréal Paris brand, the world of advertising and for women around the globe. The groundbreaking tagline not only shaped the identity of L’Oréal Paris but also played an undeniable role in catapulting the brand to global prominence.
The Final Copy of Ilon Specht provides an intimate account of the work of an unsung advertising genius through a series of moving interviews with Specht and her stepdaughter, Alison. Viewers will get a candid glimpse of her extraordinary life and fiery spirit as the two women reflect upon her personal and professional legacies, struggles and triumphs.
The documentary is the result of a collaboration between the award-winning team of two-time and current Academy Award®-winning filmmaker, Ben Proudfoot, and his Breakwater Studios,with production companyTraverse32 and Brendan Gaul and Brett Henenberg. McCann’s Daryl Lee, Charlotte Francéries, and Julien Calot serve as executive producers for the documentary. McCann has partnered with L’Oréal Paris for more than 50 years to build the iconic beauty brand. With the launch of the film, McCann is renaming the Ambition Collective, its talent accelerator for women creative leaders, the Ilon Collective in honor of Specht.
“This story of the original woman of worth needed to be told, and told well. Ilon Specht was a leader ahead of her time—an unsung creative force whose story embodies McCann’s mantra of Truth Well Told. Telling this story is itself a continuation of the L’Oréal Paris enduring brand platform and we hope her story will inspire a new generation of radical creativity where people fight to tell their truths to the world for the inspiration of generations to come. We need Ilon’s truth about everyone’s worth to be heard today more than ever,” said Daryl Lee, global CEO of McCann and McCann Worldgroup.
“Ilon Specht’s contribution to our brand and to women’s empowerment is immeasurable. Her words remind us daily of our worth and encourage us to pursue our ambitions without hesitation. Ilon defined a culture of self-affirmation that will echo for generations. Her four-word manifesto that changed society forever is the very beginning of L’Oréal Paris’s commitment to empower women,” said Delphine Viguier-Hovasse, global brand president of L’Oréal Paris.
Since its premiere at Tribeca X in June 2024, The Final Copy of Ilon Specht has garnered widespread acclaim, earning Best Short Documentary at HollyShorts Film Festival, Best Short Documentary and the Best Atlantic Filmmaker Award at Lunenberg Film Festival, Best Documentary Short at the Chelsea Film Festival, Best Short Film at Hot Springs Documentary Festival, and more.
