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L'Oreal ‘This Is An Ad For Men’ Campaign
· 21.03.2021 · 11:16:04 ··· Sonntag ⭐ 0 🎬 0
📺 AD Wonk
The 2019 L’Oreal ‘This is an ad for men’ campaign was created primarily for social media impact. It focuses on research looking at gender representation in the corporate sector. The research found that 90%+ of management and governing boards are comprised of men. L’Oreal wanted to champion more women in leadership roles so it created this advertising campaign which aligns with the long-standing tag line of ‘We’re all worth it’.
In terms of the lead copy, it’s a great advert. ‘This is an ad for men’, especially with the big visual of makeup is really intriguing and grabs your attention. A paradox is a powerful tool in advertising. And the key message needs a lot of attention because it’s really, really small. However, if you look closely, each version of the advert highlights another fact about female leadership – for example, companies with female leadership make 15% more profit.
At this point, I thought it would be fun to have a quick look at L’Oreal’s leadership. A male CEO, deputy CEO, and CFO with 75% of its leadership being men. Oh, the irony. However, 2019 was an excellent year financially for L’Oreal with a 19% operating profit and strong sales growth.
The general noise around these adverts at the time was that these were the first cosmetic ads aimed at men. However, that’s nonsense really. This is L’Oreal signalling that they stand with women, particularly professional women, who are a key audience for them. And it worked really well, creating significant earned media.
The L’Oreal ‘This is an ad for men’ is a good example of how a paradox can be created with copy and visuals, and how that can drive attention. The message positions the brand as supporting women in achieving their professional ambitions. It’s a strong ad that when you really get behind it provides some great lessons for advertisers.
#ThisIsAnAdForMen #LOrealAdverts #AdWonk
· 21.03.2021 · 11:16:04 ··· Sonntag
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