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It’s well known that springing for a celebrity endorsement can do wonders for brand awareness. But beauty brand The Ordinary challenges this advertising truism in an intentionally star-free campaign.
Opting for the minimalist route, The Ordinary launched a global out-of-home campaign by agency Uncommon Creative Studio. The billboards lean into the science behind its products over flashy gimmicks and celebrity appearances.
With a sparse aesthetic, the ads feature only lines of copy against blank white backgrounds. Accompanying these brief, witty words are simple images of drops of serum or cleanser in the margins.
Keeping it real
The ads tap into a wry sense of humor to convey the campaign’s overall message of authenticity.
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