Final Cut and Ericsson|Fina bring out the best in each other with the Cover girl double cross spot. Directed by Stephane Sednaoui and edited by Final Cut's Akiko Iwakawa "Double Agent" is a really campy spot for lip gloss.
Keri Russell battles the bad guys kung-fu style with a gloss that won't quit. The ad is almost a spoof of the genre, a little more Charlie's Angels and a little less serious.
"I was really drawn to the concept because this wasn't a typical beauty spot," explains Iwakawa. "It's campy and silly. Visually, this was more in the vein of Charlie's Angels meets Kill Bill meets kung-fu film. Stephane developed such a great script and it was hilarious to see Keri Russell in this role."
Super adgrunts see ad in archive.
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Isn't this just another example of how formulaic beauty advertising has become? Maybe there's a few teaks here and there but it still feels like it just rolled off the cosmetic comms production line. I'm not complaining because this stuff works, but it's just not that interesting. Bread and butter advertising.
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Because that was his exact expression about these kinds of ads. Little tweaks might seem insignificant to outsiders but having worked on a few cosmetic-accounts I know that some of these clients are nightmarishly conservative and would never dare try an actual idea. Little tweaks are giant leaps.
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