McCann London created the ad, which will run on TV and online from tomorrow (16 February) and will be backed by print and outdoor executions.
In the ad, Mirren – an Oscar winning actress – talks about feeling washed out but never washed up before a voiceover delivers L’Oréal’s customary "science bit" (a phrase coined by Jennifer Aniston in one of her ads for the brand). Mirren signs off by saying: "we’ve still got it and we’re still worth it".
Mirren appeared in her first ad for the brand in February 2015, in a spot that addressed women feeling invisible as they got older.
The new ad was written by Rob Brown, art directed by Andy Tannock and shot by Peter Lindbergh through Why Us. Maxus handled the media.
L’Oréal Paris’ latest skincare innovation Age Perfect Golden Age was created to flatter mature skin tones, to help bring back a rosy glow to cheeks and make skin feel re-cushioned.
Adrien Koskas, L’Oréal Paris UK’s general manager, said: "We’re proud that Helen Mirren once again takes a stand to help women be more visible, whilst reminding us all that they still have a voice and shouldn’t be afraid to use it."?