“What makes a woman beautiful? Her passion, her guts, her glory.”
Neutrogena is launching a global campaign with the tagline "See What's Possible," the latest in a growing genre of female-empowerment efforts.
The commercial shows women from all walks of life doing what they love, including surfing, boxing, motorbike riding and ballet.
The voice-over is brand spokesperson and ‘Scandal’ star, Kerry Washington, who speaks about what makes women beautiful focusing on their spirit rather than flawless skin, in a move away from the focus of previous campaigns.
The clip has made its debut online, teasing the ad that will run during the ABC’s Oscars broadcast in the US. The Oscars ad will support a broader digital campaign spanning 27 countries.
In another video, Modern Family actress Julie Bowen weighs in on achieving her dream, announcing her support for the brand.
The ad marks the first time Neutrogena has run ads that weren't product focused, joining a cast of brands who have jumped on board the empowerment theme including Weight Watchers and Target Australia.
Kelloggs, through its Special K brand, has recently made a similar move encouraging women to own their flaws with the launch of a multimillion-dollar campaign.