Why L’Oréal Made 100 Women Cry in a Movie Theater, and What Brought Them to Tears

Here’s a fun and inventive before-and-after test from L’Oréal and McCann Mexico.

The cosmetics company invited 100 women to a movie. Before the screening, they had their makeup done by L’Oréal beauty experts, who applied waterproof mascara. As part of the prep, the women also had their photo taken.

Then they were taken into the theater for the movie—and it certainly was an emotional one. Before long, the women were sobbing, as a story of “impossible love” played out. By the end, their makeup should have been a disaster—indeed, the women had their photo taken a second time after the screening to see how it held up.

It’s a nice stunt, and a believable one (even if details like the 162 minutes of tears are exaggerated). And in some ways it’s perfect that they don’t mention the name of the film. This was surely a simple rights issue, but it gives the video a small extra dose of humor.

Client: L’Oréal
Agency: McCann México
Creative VP: Javi Carro
Creative Account Group Director: Joanna López
Associate Creative Director: Roberto Martínez
Senior Copywriter: Adria Jáuregui
Art Director: Myriam Barrios
Account Director: Audrey Amselli
Production Company: Unidad 59
Director: David “Leche” Ruiz
Production director: Juan González
Production: Rafael López

via Why L’Oréal Made 100 Women Cry in a Movie Theater, and What Brought Them to Tears | Adweek.


How Food Brands Can Nail Instagram

With 300 million monthly users and a burgeoning community of foodie photogs, Instagram has become hashtag heaven for fast-food restaurants and snack brands.

A review of more than 8 million food posts over the past 18 months by Kirshenbaum Bond Senecal + Partners’ social media shop Attention showed there’s a real art to drawing a crowd. Taking basic beauty shots of meals just won’t cut it for consumers. It’s all about showing some personality.


“The bar is higher on Instagram—a lot of these quick-service restaurants want to lean into the behavior of the community on Instagram versus creating product-first content,” explained Tom Buontempo, Attention’s president.

Eight out of the top 10 brands with the most followers are fast-food restaurants that add a creative twist to their posts. McDonald’s, for example, turns burgers and fries into mini works of art with hand-drawn sketches and vivid colors, while Dunkin’ Donuts posts artistic slice-of-life pics (a girl on a swing, a kissing couple—all with coffee cups in hand).

Up until last week, Instagram had been largely ad free. But with plans to open its feed to all advertisers later this year, that creative bar will be raised even higher.

via How Food Brands Can Nail Instagram | Adweek.

Pizza Hut Now Has A Delivery Box Which Turns Into A Film Projector

Have you ever ordered a pizza for movie night and then suddenly realised that you don’t actually have a film to watch?

Well, those problems could now be a thing of the past thanks to Pizza Hut. In Hong Kong, the pizza chain have introduced specially-designed boxes which convert into makeshift movie projectors to use with smartphones.

The advertising stunt, designed by Ogilvy Hong Kong, is quite brilliantly called the ‘Blockbuster Box’.


The new packaging uses boxes with a pop-out hole in the side of the box. A special pizza table (or “pizza projector”) then serves as the lens. All you have to do is slip the plastic lens into the hole and use the pizza table’s legs to prop up your smartphone inside the box, and you can project your phone’s contents onto a nearby wall.

There are even four different themed boxes, each of which comes with a separate movie download via a QR code. They’re called ‘Slice Night’ (for horror), ‘Anchovy Armageddon’ (for science-fiction), ‘Hot & Ready’ (for romance), and ‘Fully Loaded’ (for action).

Hopefully these bad boys make an appearance in the UK soon so we can try them out for ourselves. Although quite how good the picture and sound quality is going to be from a pizza box, we’re not sure. Especially if your iPhone gets all greasy and covered in crumbs…

via Pizza Hut Now Has A Delivery Box Which Turns Into A Film Projector – UNILAD.

This Clever Billboard From Fiat Actually Helps Drivers Parallel Park

How easy would it be to parallel park if you always had a friend to help you—even when you were driving alone?

A new Fiat billboard created by Leo Burnett Germany invites viewers to imagine just that. The agency hooked up a digital screen with special software and a sensors to measure how far a driver’s rear bumper was from the car behind it, and then projected synchronized images of human helpers guiding the driver’s parking job—just like a passenger might get out and do.

It’s a simple, clever concept, appropriate to promote Fiat’s Parking Assist technology, an alarm system that warns drivers in reverse of objects behind them. The billboard even offers a range of different playful avatars for the computerized assistant—a biker, a child, a wise old-man. And the brand’s marketing team couldn’t resist designing one of them—a woman in a skimpy bunny outfit—to appeal to the leering set.

Unfortunately, that seems like the kind of thing that might make some drivers more likely to hit the car behind them.

via This Clever Billboard From Fiat Actually Helps Drivers Parallel Park | Adweek.

These are the 10 most hated brands in Britain

Ukip has been named the most hated brand in the UK, beating even Marmite which uses its ‘love it or hate it’ divisiveness as a marketing tool.

The euro-sceptic party, which was embroiled in a string of controversies last year, was followed by the Conservative Party in second place, while the yeast-extract spread claimed third.

The Labour Party and Tory coalition partners the LibDems came in as fifth and sixth, respectively.

Budget Irish airline Ryanair, and US fast food chains McDonald’s and KFC also made the top ten most hated brands, alongside coffee shop and high-street staple Starbucks.

Perhaps revealing our love-hate relationship with the firm, social media network Facebook managed to find a place in both the most-loved and most-hated lists.

Meanwhile, online shopping giant Amazon topped the list of most-loved brands, closely followed by confectioner Cadbury and crisp manufacturer Walkers.

The survey of 1,500 UK adults by advertising agency Isobel comes after a poll published today showed that the Conservatives have pushed into a four-point lead in the run up to the general election – the biggest surge for the party in two years.

The ICM poll of around 1,000 adults conducted by the Guardian last week shows that David Cameron’s party is now on 36 per cent, compared to Labour which fell by one point to 32 per cent.

Top ten most-hated brands

1 Ukip
2 Conservatives
3 Marmite
4 Ryanair
5 Labour
6 LibDems
7 McDonalds
8 Starbucks
9 Facebook
10 KFC

Top twenty most-loved brands

2 Cadbury
3 Walkers
4 Heinz
5 BBC1
6 Google
7 Kellogg’s
8 Boots
9 Tesco
10 ITV
11 eBay
12 Asda
13 M&S
14 PG Tips
15 Facebook
16 Colgate
17 Coca Cola
18 Aldi
19 BBC2
20 Fairy