The cheeky and cheerful Bliss brand made a star turn on the silver screen last August 22 on AMC’s reality show competition, The Pitch.
The winning ad
The hour-long series pits two advertising agencies against one another—each devising campaigns for a specific brand and vying for new business.
Bliss’ episode, starring president Mike Indursky, featured its just-launched ‘Fuzz’ Off, a facial hair removal cream. Indursky briefed competing agencies that the company sought “provocative and attention-grabbing” imagery to “take readers’ relationship with the brand to the next level.”
Ultimately, the winning agency, Innerspin, created both print and digital versions of an ad that featured a beautiful model with a purple mustache—which struck the tricky balance of “making light of a concern as opposed to the person suffering from the concern,” Indursky explained.
The digital version of the campaign is interactive, he added, and uses an animation in which the purple mustache automatically peels off to reveal the product’s benefits.
If you are interested in advertising in Cosmetic World, please contact: Debra Davis 212-840-8800 x245