Pick of the week: Asos' joyful film is a quiet revolution in beauty advertising

Vibrant, playful, fun and individual: Asos' film stands out amid a sea of beauty advertising intent on hectoring consumers that they must conceal their imperfections at all costs.

This ad deftly conveys a quiet revolution in thinking. 

Asos’ "Endless ways to be you" message is pitch perfect. It’s the notion that make-up can be fun and about being yourself, rather than about slavishly following ever-increasing tutorials. That rather than being a job to be done, it is a fundamentally joyful pursuit.

Beautifully shot, expertly styled and memorable in a sea of blandness, this ad successfully punctured my Instagram feed to deliver a positive but not overly laboured message. And the story gets better once you read the credits, for this fresh thinking is the work of a fresh directing talent: Somesuch’s Raine Allen-Miller. Bravo.

Brand: Asos
Title: Go play
Production company: Somesuch
Director: Raine Allen-Miller
Creatives: DELS / Kieren Gallear, Ollie Tiong and Gavin Jewkes


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus