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The Last Make-Up

The Last Make-Up

Sulaiman Beg

Sulaiman Beg

April 15, 2019

A powerful new spot from Havas Tribu supports the #NiUnaMenos (#NotOneLess) movement.

"The announcement puts on the table what people often ignore, or simply do not want to see: the final consequences of abuse."

Havas Tribu Creative Director Joshua Rueda Mego shares how he and his team created the sobering piece of work for Avon that highlights a dark reality for women from a new angle.

 

How would you describe your typical TV commercial for makeup?

Usually, most makeup commercials are colorful and very visually appealing. They focus a lot on the product, promoting a cult-like devotion to the image and building an aspirational world around beauty.

How does this spot deviate from that norm?

The Last Make-Up is a highly impactful commercial. It makes a strong statement about a dark reality that women are living: gender violence. Avon incorporates into its advertising this social message that does not go unnoticed.

Why did Avon in Costa Rica decide to take a different approach?

Avon wants to connect in a real and genuine way with its consumers, not only to sell products but to have a brand purpose. The purpose of the brand is to defend women’s rights and empower them to fight for gender equality.

What is the storyline in this spot?

The ad aims to surprise the viewer by creating the visual world of a typical makeup commercial and then, through an abrupt turn of the camera, the viewer discovers that the makeup is being applied to a deceased woman in a morgue. Strong. Simple. Direct. The ad makes it clear the brand is supporting the #NiUnaMenos (#NotOneLess) movement.

What message does Avon hope to communicate to the viewers with this commercial?

Avon seeks to make the viewer uncomfortable. People ignore the dark reality many women suffer every day. We want to make a firm statement on behalf of the brand: its total support to the #NiUnaMenos movement.

The announcement puts on the table what people often ignore, or simply do not want to see: the final consequences of abuse.

Tell us about the #NiUnaMenos (#NotOneLess) movement.

#NiUnaMenos (#MeToo) is an already established movement that demands the end of violence against women. It is a collective that extends throughout Latin America and fights for the rights of women.

How does this message combat violence and abuse against women?

In Costa Rica, most cases of violence against women occur during soccer games. The combination of alcohol and anger result in many women being assaulted by their partners. To combat it, we projected the ad several times during the most important football game of the season (the Saprissa-Alajuela classic). This is just the beginning; the spot will continue to run during the most important games this year.

Any interesting moments while making this campaign?

There were many. The whole process was very interesting. We filmed this spot in Brazil, and we had a very good experience with their highly professional production standards. Also, casting had an unusual requirement: we needed a woman able to stay completely quiet without breathing for almost a minute.

What has been the response to this campaign, so far?

The campaign has had very good response. The day that it was launched, many people praised the brand in social networks for its courage. Later, it went viral thanks to several women’s advocacy groups that shared it and was eventually covered by news agencies in different countries beyond Costa Rica.

"The announcement puts on the table what people often ignore, or simply do not want to see: the final consequences of abuse."

Havas Tribu Creative Director Joshua Rueda Mego shares how he and his team created the sobering piece of work for Avon that highlights a dark reality for women from a new angle.

 

How would you describe your typical TV commercial for makeup?

Usually, most makeup commercials are colorful and very visually appealing. They focus a lot on the product, promoting a cult-like devotion to the image and building an aspirational world around beauty.

How does this spot deviate from that norm?

The Last Make-Up is a highly impactful commercial. It makes a strong statement about a dark reality that women are living: gender violence. Avon incorporates into its advertising this social message that does not go unnoticed.

Why did Avon in Costa Rica decide to take a different approach?

Avon wants to connect in a real and genuine way with its consumers, not only to sell products but to have a brand purpose. The purpose of the brand is to defend women’s rights and empower them to fight for gender equality.

What is the storyline in this spot?

The ad aims to surprise the viewer by creating the visual world of a typical makeup commercial and then, through an abrupt turn of the camera, the viewer discovers that the makeup is being applied to a deceased woman in a morgue. Strong. Simple. Direct. The ad makes it clear the brand is supporting the #NiUnaMenos (#NotOneLess) movement.

What message does Avon hope to communicate to the viewers with this commercial?

Avon seeks to make the viewer uncomfortable. People ignore the dark reality many women suffer every day. We want to make a firm statement on behalf of the brand: its total support to the #NiUnaMenos movement.

The announcement puts on the table what people often ignore, or simply do not want to see: the final consequences of abuse.

Tell us about the #NiUnaMenos (#NotOneLess) movement.

#NiUnaMenos (#MeToo) is an already established movement that demands the end of violence against women. It is a collective that extends throughout Latin America and fights for the rights of women.

How does this message combat violence and abuse against women?

In Costa Rica, most cases of violence against women occur during soccer games. The combination of alcohol and anger result in many women being assaulted by their partners. To combat it, we projected the ad several times during the most important football game of the season (the Saprissa-Alajuela classic). This is just the beginning; the spot will continue to run during the most important games this year.

Any interesting moments while making this campaign?

There were many. The whole process was very interesting. We filmed this spot in Brazil, and we had a very good experience with their highly professional production standards. Also, casting had an unusual requirement: we needed a woman able to stay completely quiet without breathing for almost a minute.

What has been the response to this campaign, so far?

The campaign has had very good response. The day that it was launched, many people praised the brand in social networks for its courage. Later, it went viral thanks to several women’s advocacy groups that shared it and was eventually covered by news agencies in different countries beyond Costa Rica.

Sulaiman Beg is Havas' Director of Global Internal Communications. He has never eaten canned tuna fish.

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