Rick Genest, a Canadian artist and model more commonly known as "Zombie Boy" for the corpse tattoo that covers the majority of his body, is the star of a Dermablend spot in which he masquerades as a reasonably normal-looking human being for approximately the first half. It climbed to the top of the chart this week with more than 2.3 million views, a 300% rise in viewership from the previous week.
Developed by the Montreal-based agency Agence Tuxedo for L'Oreal, "Go Beyond the Cover" runs almost three minutes and begins with Mr. Genest -- seemingly ordinary aside from his shaved head and pierced face -- removing his shirt and staring intensely into the camera over house music. Eventually he wipes a part of his chest and his face with a cloth to reveal a part of the tattoo underneath his makeup. Then the spot segues into speeded-up footage played in reverse of makeup artists applying coats of Dermablend's tattoo primer, ending with Mr. Genest in all his initial tattoed glory.L'Oreal is known for spending big in traditional media; "Go Beyond the Cover" is an example of some risk-taking for one of its smallest brands. See our prior coverage for a behind-the-scenes video and more on L'Oreal's content efforts in digital media.