Viola Davis Imparts A Lesson of Worth For L’Oréal, McCann Paris
By
Robert Goldrich5000 views
Actress and activist Viola Davis was filmed in January as part of the “Lesson of Worth” series from L’Oréal Paris that aims to give more meaning to the brand’s “Worth it” tagline.
Since the onset of the current virus crisis and the mandate for self-isolation, L’Oréal has wanted to make sure consumers still have a desire to feel connected. Viola’s spoken word is meant to give a deeper meaning to self-worth, because women should never doubt themselves, especially now.
“‘I’m Worth It’ is a tagline that reminds us all that words matter. Not only the ones we hear, but more importantly, the ones we say to ourselves,” said Delphine Viguier, worldwide president of L’Oréal Paris.
“There is something human and honest about understanding that beauty is personal. Empowerment has always been part of L’Oréal Paris; being a positive external voice for all women is essential. Hearing that one is beautiful is a start, but believing that you are—knowing that you have value and worth—is real power,“ said Charlotte Franceries, global president of McCann Beauty Team.
McCann Paris ECD Julien Calot directed the Davis-starring “Lessons of Worth” spot.
Client L’Oréal Paris Agency McCann Paris Julien Calot, executive creative director & director; Gerard Seifert, copywriter; Charlotte Franceries, global business leader; Nicolas Skouras, Laura Simpson, strategy; Thibault Blacque-Belair, producer; Pierre-Jean Bernard, chief digital officer; Danielle Korn, Kimberly Kress, global talent management. Production Phantasm Olivier Muler, producer. Postproduction Craft Julien Gence, post producer.