Latest news with #IlonSpecht
Fast Company
15 hours ago
- Entertainment
- Fast Company
The unsung author of L'Oreal's iconic ‘because I'm worth it' tagline finally gets her due
Back in March, to mark International Women's Day, L'Oreal launched a short film called The Final Copy of Ilon Specht, a 18-minute profile of the advertising copywriter who coined the brand's iconic tagline, 'Because I'm Worth It.' For the past 50 years, it's been the global beauty giant's own version of 'Just Do It.' But this is far from the usual self-congratulatory brand hype video. Directed by Oscar winner Ben Proudfoot, the film spotlights the fights Specht had to win in order for her vision to come to life in 1971. Close to 80 years old during filming, Specht didn't pull any punches. She paints a picture of what advertising in that era looked like, both outwardly in the world, and internally as a business. In the '70s, most of the advertising for women's products were from the perspective of men, or in service to men. This will make you pretty . . . for your man. This will clean the house better . . . for your husband and children. In the film, she describes male colleagues who were always arguing with her and taking credit when something worked. She recalled how during pitch and idea meetings for L'Oreal Preference hair color, male colleagues had suggested an idea that cast the woman as an object, rather than the subject. 'I was feeling angry. I'm not interested in writing anything about looking good for men. Fuck 'em,' says an elderly, and terminally ill, Specht in the film, before looking straight down the camera to the male camera operator. 'And fuck you, too.' The film won the Grand Prix for the film category at the Cannes Lions of Creativity last week, and is currently streaming on TED, AMC+, and Prime Video. McCann global CEO Daryl Lee credits his colleague Charlotte Franceries, president of McCann Paris and the agency's lead on the L'Oreal business. 'The fact that we made this true story about one woman is because Charlotte said to me, we are all benefiting as McCann and as L'Oreal Paris from the power of one woman's truth and no one knows her name,' says Lee. What could have been The original ad for L'Oreal Preference hair color that first used the line, 'Because I'm Worth It' is a single shot of a woman walking towards the camera, explaining why she likes it, and how it makes her feel. In the doc, we find out that spot almost never happened. In fact, Specht went behind her bosses' back to create the ad after her agency produced and the brand approved a spot with almost the exact same script, except it was a man speaking the words on behalf of his wife, walking silently beside him. It's clear that 50 years later it still made Specht angry. Angry enough to not want to talk about advertising or that campaign ever again. But director Ben Proudfoot convinced her to participate. To get Proudfoot involved, producer Brendan Gaul says the key was to give the director 100% creative control. 'Our intention was to create a film from the beginning, not a piece of advertising that looked like a film,' says Gaul. 'And the distinction there actually is in the creative control.' The distinction is also in how the film rolled out. Not as part of an ad campaign, but on the film festival circuit. After premiering at Tribeca X in June 2024, it earned Best Short Documentary at HollyShorts Film Festival, Best Short Documentary and the Best Atlantic Filmmaker Award at Lunenburg Film Festival, Best Documentary Short at the Chelsea Film Festival, and Best Short Film at Hot Springs Documentary Festival. Relevant past and present Franceries says that the entire doc process began as an exercise for L'Oreal to interrogate the relevance of its longtime tagline. That after 50 years or so, perhaps it was losing a bit of its meaning to people. 'We needed to keep it but had to give it a much stronger meaning,' says Franceries. 'And the documentary is the most efficient piece of content we've done to convince people about the true meaning.' Since its release, the film has attracted more than two billion impressions, and increased brand consideration for L'Oreal by 70% among viewers. It's a story of the past that does not sugarcoat the role both L'Oreal and McCann played as corporations and as work environments to contribute to the culture Specht was reacting against. Lee says that's important because it shows how relevant it is to constantly be checking for blindspots, both as a person and a company. And in an environment where more and more corporations are receding away from DEI commitments, the message of the film is as important as it was 50 years ago. 'The blind spot is always going to be inclusion,' says Lee. 'Business is now speed, seamlessness and scale, and you have to keep checking yourself to say, 'Okay, we could do this faster, but someone is not speaking up, or someone is not participating, and they could be the person who unlocks the truth here.'' Specht died in April 2024 at the age of 81. She never saw the finished film. Thankfully, her voice still lives on. 'I'm not interested in advertising, I don't give a shit,' she says in the film. 'It's about humans; it's not about advertising. It's about caring for people because . . . we're all worth it, or no one is worth it.'
Yahoo
20 hours ago
- Entertainment
- Yahoo
L'ORÉAL PARIS DOCUMENTARY WINS GRAND PRIX IN FILM AT CANNES LIONS 2025
Documentary Celebrating Ilon Specht, McCann Copywriter Behind L'Oréal Paris' Iconic Tagline Who Started a Feminist Movement of Self Worth, Takes Home Five Cannes Lions Win Marks McCann's 3rd Grand Prix in the Film Category and First Ever Lions' Honors for Two-Time Oscar® - Winning Director Ben Proudfoot and Second Grand Prix for TRAVERSE32 CANNES, France, June 24, 2025 /CNW/ -- "THE FINAL COPY OF ILON SPECHT," an emotional and cinematic tribute to the woman behind one of advertising's most enduring taglines, has won the Grand Prix in the Film category at the 2025 Cannes Lions International Festival of Creativity. Directed by two-time Academy Award® and current Emmy® winner Ben Proudfoot, the 17-minute documentary honors Ilon Specht, the trailblazing McCann copywriter whose four words - "Because I'm Worth It" - empowered generations of women globally and helped to build L'Oréal Paris into the largest beauty brand in the world. "THE FINAL COPY OF ILON SPECHT" is the result of a collaboration between the award-winning global creative agency network McCann, Proudfoot's Breakwater Studios, and production company Traverse 32 for L'Oréal Paris. The film is an intimate deathbed account of the unsung advertising genius who coined L'Oréal Paris' iconic slogan, a four-word feminist manifesto that, against all odds, changed advertising forever. The documentary chronicles Specht's extraordinary life - from her deeply personal relationship with her step-daughter, Alison Case, to the moment she forever upended the male-dominated world of advertising with her revolutionary vision and timeless words. "Ilon Specht was more than just a copywriter, she was a visionary," said Delphine Viguier-Hovasse, Global Brand President of L'Oréal Paris. "She defied the norms of her time with one bold statement that turned into a global movement. I'm grateful to our partners at McCann who have helped bring her final words to the world in a way that honors her legacy." Since its world premiere at the 2024 Tribeca X Festival, "THE FINAL COPY OF ILON SPECHT" has been widely celebrated for its craft and cultural significance. It is currently streaming on TED, AMC+, and Prime Video. The film not only showcases creative and emotional storytelling at the highest level but also perfectly aligns with L'Oréal Paris' ongoing dedication to women's empowerment. As the longest-running brand platform in history - translated into over 50 languages - "Because I'm Worth It" remains a rallying cry for self-affirmation, identity, and agency. "Ilon's story is the essence of Truth Well Told, an honest, courageous expression that challenged the status quo of advertising, reshaped how women see themselves, and changed how brands speak to women," said Charlotte Franceries, CEO of McCann Paris. "We're celebrating Ilon's legacy, but we're also helping people understand what 'Because I'm Worth It' really means to women all over the world. "The most powerful truths, the ones that transcend time and become universal, are also the most personal, those that come from the guts," said Javier Campopiano, Global Chief Creative Officer of McCann Worldgroup and McCann. "For Ilon Specht, 'Because I'm Worth It' was much more than a slogan, it was her way to express her anger towards the ethos of the time, and her passion for ideas. That is the reason why those four words she coined 50 years ago have touched so many hearts and are still relevant today." At this year's Cannes Lions, the film earned five awards: · GRAND PRIX – Film· GOLD – Entertainment· SILVER – Entertainment, PR· BRONZE – Film Craft Specht sadly passed away in April 2024. These awards recognize the emotional final statement and are a grand fitting tribute to how she shifted the entire culture with just four words. The win marks Proudfoot's first Cannes Lions recognition and first Grand Prix. "Many gifted hands shaped this film, but this extraordinary recognition belongs to one person: Ilon Specht. She transformed advertising forever with her words but never won a Lion—until now. I hope this pride of Lions and Grand Prix finds her. A worthy, if belated, triumph. Thank you to the jury, and to L'Oréal Paris, McCann, and TRAVERSE32 for doing what few dare to do: completely trust the filmmakers. That was the magic. As Ilon said, 'It's about humans. It's not about advertising. It's about caring for people," said Proudfoot. THE FINAL COPY OF ILON SPECHT" is the first collaboration between the award-winning teams at TRAVERSE32, IPG Mediabrands' global branded production company and development studio, and Proudfoot's Breakwater Studios. In addition to directing, Proudfoot produced the film alongside Breakwater Studios' Kirstin Falk and Rachel Greenwald, and TRAVERSE32's Brendan Gaul and Brett Henenberg. Daryl Lee, Global CEO McCann Worldgroup, Charlotte Franceries, President, McCann Paris, & EVP Global Business Leader, L'Oréal Paris, and Julien Calot, Chief Creative Officer, McCann Paris served as executive producers. The film and campaign have also helped solidify McCann Paris as one of the top-performing agencies at Cannes Lions 2025, with this work contributing significantly to the network's global achievements. Special recognition should also be paid to Mónica Salazar and Tim Johnson, who were awarded a Bronze Lion in Film Craft for best editing. About L'Oréal ParisL'Oréal Paris is the number one beauty brand in the world with products available in 150 countries around the world. Through its pioneering products and services, L'Oréal Paris empowers each and every woman to take charge of their lives, believe in themselves, take the place they deserve in society and make change happen. At the heart of what the brand embodies is a famous French je ne sais quoi, an empowering vision of self-confidence to imbue every woman with a sense of self-worth. The French heritage of the brand is essential to its DNA, a vision expressed on the world stage with L'Oréal Paris participation in the most glamorous events, projecting Parisian excellence and diversity across the globe. The superior efficacy of the brand's formulas has been tried and tested and is backed up by a wealth of data built upon 110 years of expertise to not only deliver visible, proven results but to innovate the future. About McCannMcCann builds enduring brands and businesses that drive growth and leave a lasting impact on culture. Founded over 100 years ago and guided by the enduring brand platform, "Truth Well Told," McCann is the world's leading advertising agency network, generating some of the most creatively and commercially impactful advertising globally. McCann is the founding agency of McCann Worldgroup and part of the Interpublic Group of Companies (NYSE: IPG). About TRAVERSE32 TRAVERSE32 is a New York based global branded entertainment production company and development studio. We believe every brand is an entertainment brand in the making and are committed to creating breakthrough roles for brands in entertainment that become cornerstones of cultural relevance and commercial growth. Collaborating with Academy and Emmy-winning filmmakers and emerging creators alike, TRAVERSE32 produces critically acclaimed, award-winning television, film, and theatrical content which drives powerful connections with audiences. Backed by IPG Mediabrands, which manages $40 billion in marketing investment globally on behalf of clients across 130 countries, TRAVERSE32 uniquely delivers bespoke entertainment opportunities that elevate brands culturally and financially. About Breakwater Studios BREAKWATER STUDIOS is a two-time Academy Award® winning filmmaking company dedicated to championing short documentaries and the works they inspire. Breakwater Studios' work has also been recognized by the Sundance Film Festival, Telluride Film Festival, Tribeca Festival, SXSW, Critics' Choice Documentary Awards, Emmy Awards, James Beard Foundation Awards, and the Peabody Awards, among many others. View original content: SOURCE McCann View original content:
Cision Canada
21 hours ago
- Entertainment
- Cision Canada
L'ORÉAL PARIS DOCUMENTARY WINS GRAND PRIX IN FILM AT CANNES LIONS 2025
Documentary Celebrating Ilon Specht, McCann Copywriter Behind L'Oréal Paris' Iconic Tagline Who Started a Feminist Movement of Self Worth, Takes Home Five Cannes Lions Win Marks McCann's 3 rd Grand Prix in the Film Category and First Ever Lions' Honors for Two-Time Oscar ® - Winning Director Ben Proudfoot and Second Grand Prix for TRAVERSE32 CANNES, France, June 24, 2025 /CNW/ -- "THE FINAL COPY OF ILON SPECHT," an emotional and cinematic tribute to the woman behind one of advertising's most enduring taglines, has won the Grand Prix in the Film category at the 2025 Cannes Lions International Festival of Creativity. Directed by two-time Academy Award® and current Emmy® winner Ben Proudfoot, the 17-minute documentary honors Ilon Specht, the trailblazing McCann copywriter whose four words - "Because I'm Worth It" - empowered generations of women globally and helped to build L'Oréal Paris into the largest beauty brand in the world. " THE FINAL COPY OF ILON SPECHT" is the result of a collaboration between the award-winning global creative agency network McCann, Proudfoot's Breakwater Studios, and production company Traverse 32 for L'Oréal Paris. The film is an intimate deathbed account of the unsung advertising genius who coined L'Oréal Paris' iconic slogan, a four-word feminist manifesto that, against all odds, changed advertising forever. The documentary chronicles Specht's extraordinary life - from her deeply personal relationship with her step-daughter, Alison Case, to the moment she forever upended the male-dominated world of advertising with her revolutionary vision and timeless words. "Ilon Specht was more than just a copywriter, she was a visionary," said Delphine Viguier-Hovasse, Global Brand President of L'Oréal Paris. "She defied the norms of her time with one bold statement that turned into a global movement. I'm grateful to our partners at McCann who have helped bring her final words to the world in a way that honors her legacy." Since its world premiere at the 2024 Tribeca X Festival, " THE FINAL COPY OF ILON SPECHT" has been widely celebrated for its craft and cultural significance. It is currently streaming on TED, AMC+, and Prime Video. The film not only showcases creative and emotional storytelling at the highest level but also perfectly aligns with L'Oréal Paris' ongoing dedication to women's empowerment. As the longest-running brand platform in history - translated into over 50 languages - "Because I'm Worth It" remains a rallying cry for self-affirmation, identity, and agency. "Ilon's story is the essence of Truth Well Told, an honest, courageous expression that challenged the status quo of advertising, reshaped how women see themselves, and changed how brands speak to women," said Charlotte Franceries, CEO of McCann Paris. "We're celebrating Ilon's legacy, but we're also helping people understand what 'Because I'm Worth It' really means to women all over the world. "The most powerful truths, the ones that transcend time and become universal, are also the most personal, those that come from the guts," said Javier Campopiano, Global Chief Creative Officer of McCann Worldgroup and McCann. "For Ilon Specht, 'Because I'm Worth It' was much more than a slogan, it was her way to express her anger towards the ethos of the time, and her passion for ideas. That is the reason why those four words she coined 50 years ago have touched so many hearts and are still relevant today." At this year's Cannes Lions, the film earned five awards: · GRAND PRIX – Film · GOLD – Entertainment · SILVER – Entertainment, PR · BRONZE – Film Craft Specht sadly passed away in April 2024. These awards recognize the emotional final statement and are a grand fitting tribute to how she shifted the entire culture with just four words. The win marks Proudfoot's first Cannes Lions recognition and first Grand Prix. "Many gifted hands shaped this film, but this extraordinary recognition belongs to one person: Ilon Specht. She transformed advertising forever with her words but never won a Lion—until now. I hope this pride of Lions and Grand Prix finds her. A worthy, if belated, triumph. Thank you to the jury, and to L'Oréal Paris, McCann, and TRAVERSE32 for doing what few dare to do: completely trust the filmmakers. That was the magic. As Ilon said, 'It's about humans. It's not about advertising. It's about caring for people," said Proudfoot. THE FINAL COPY OF ILON SPECHT" is the first collaboration between the award-winning teams at TRAVERSE32, IPG Mediabrands' global branded production company and development studio, and Proudfoot's Breakwater Studios. In addition to directing, Proudfoot produced the film alongside Breakwater Studios' Kirstin Falk and Rachel Greenwald, and TRAVERSE32's Brendan Gaul and Brett Henenberg. Daryl Lee, Global CEO McCann Worldgroup, Charlotte Franceries, President, McCann Paris, & EVP Global Business Leader, L'Oréal Paris, and Julien Calot, Chief Creative Officer, McCann Paris served as executive producers. The film and campaign have also helped solidify McCann Paris as one of the top-performing agencies at Cannes Lions 2025, with this work contributing significantly to the network's global achievements. Special recognition should also be paid to Mónica Salazar and Tim Johnson, who were awarded a Bronze Lion in Film Craft for best editing. About L'Oréal Paris L'Oréal Paris is the number one beauty brand in the world with products available in 150 countries around the world. Through its pioneering products and services, L'Oréal Paris empowers each and every woman to take charge of their lives, believe in themselves, take the place they deserve in society and make change happen. At the heart of what the brand embodies is a famous French je ne sais quoi, an empowering vision of self-confidence to imbue every woman with a sense of self-worth. The French heritage of the brand is essential to its DNA, a vision expressed on the world stage with L'Oréal Paris participation in the most glamorous events, projecting Parisian excellence and diversity across the globe. The superior efficacy of the brand's formulas has been tried and tested and is backed up by a wealth of data built upon 110 years of expertise to not only deliver visible, proven results but to innovate the future. About McCann McCann builds enduring brands and businesses that drive growth and leave a lasting impact on culture. Founded over 100 years ago and guided by the enduring brand platform, "Truth Well Told," McCann is the world's leading advertising agency network, generating some of the most creatively and commercially impactful advertising globally. McCann is the founding agency of McCann Worldgroup and part of the Interpublic Group of Companies (NYSE: IPG). About TRAVERSE32 TRAVERSE32 is a New York based global branded entertainment production company and development studio. We believe every brand is an entertainment brand in the making and are committed to creating breakthrough roles for brands in entertainment that become cornerstones of cultural relevance and commercial growth. Collaborating with Academy and Emmy-winning filmmakers and emerging creators alike, TRAVERSE32 produces critically acclaimed, award-winning television, film, and theatrical content which drives powerful connections with audiences. Backed by IPG Mediabrands, which manages $40 billion in marketing investment globally on behalf of clients across 130 countries, TRAVERSE32 uniquely delivers bespoke entertainment opportunities that elevate brands culturally and financially. About Breakwater Studios BREAKWATER STUDIOS is a two-time Academy Award® winning filmmaking company dedicated to championing short documentaries and the works they inspire. Breakwater Studios' work has also been recognized by the Sundance Film Festival, Telluride Film Festival, Tribeca Festival, SXSW, Critics' Choice Documentary Awards, Emmy Awards, James Beard Foundation Awards, and the Peabody Awards, among many others.
Time of India
5 days ago
- Entertainment
- Time of India
Entertain or Fade Away: The New Imperative for Brands
By Prasoon Joshi Lines between advertising and entertainment have been blurring for quite some time now. Today, we openly acknowledge the role of entertainment in messaging—reflected in its recognition as a separate category at festivals like Cannes. But if we look back at the fundamentals of advertising, entertainment has always been rooted in its essence. We needed creativity to communicate. The subtle art of crafting a message was always valued. But somewhere along the way, we tried to crack a formula or templatize the process, and it became predictable. We forgot how to reward the audience. That's where entertainment re-emerged, reminding us of a basic truth. While judging at Cannes this year, one thought kept returning to me: to share an idea, you must first engage. You need to entertain. McCann Worldgroup's 17-minute documentary on Ilon Specht, which won multiple honors, served as a reminder that long-form storytelling, when done with authenticity and emotional depth, can build brand equity with lasting resonance. It might not look like a conventional ad, but it communicates with grace and intention. It also reminded us that entertaining doesn't always mean making people laugh or dance. It can be serious—but it still needs to connect, to strike a chord. And this documentary did that beautifully. Today, creative power rests with filmmakers, gamers, poets, editors, and storytellers. Collaboration is essential. Some of the strongest work this year came from hybrid teams—strategists, filmmakers, copywriters, producers—blending perspectives and expertise. Today's creatives are hybrids: producer-directors, strategist-anthropologists, creator-editors. Advertising is no longer just a medium; it is a cultural stage where content and collective experience merge. The future of branded content lies in human stories created within platform-native ecosystems. The Entertainment Lions for Music and Sport are brimming with brand-artist collaborations, sonic branding, and narrative music videos that feel like mainstream releases. More than ever, brands are not just observers of entertainment culture—they are active participants. This calls for a shift from announcement to narrative, from presence to participation. As creative leaders, our goal is not merely to craft better ads—but to build ecosystems of meaning. Campaigns that people choose to engage with. That become part of their lives. That feel less like marketing and more like memory. Our opportunity lies in creating not just ads, but culture-rich, resonant, and measurable entertainment ecosystems. Audiences are demanding, and platforms are evolving. And as the Cannes Lions Festival underscored: entertain—or fade away. (The writer, Chief Creative Officer & CEO, McCann Worldgroup India and Chairman McCann Worldgroup APAC, is an attendee at the Cannes Lions International Festival of Creativity 2025. Views expressed are personal.)
