The turbulence of 2020 might have at times dampened our spirits, but it’s clear from looking back on the past year that creative ideas only flourished under all the strife and restrictions that upended our lives. Here, we revisit the strongest, most entertaining and most expertly executed brand moves of the last 12 months.
30. L’Oreal: Because self-care is self-worth
Agency: McCann Paris
Early on in the pandemic, with hair salons closed, L’Oréal had the genius idea of asking Eva Longoria to record herself dyeing her hair at her home in L.A. The actress filmed herself using two smart phones, with agency McCann Paris providing remote direction via Microsoft Teams. In a category rife with polished scenes of celebrities looking their finest (even when they're supposed to be doing "normal" things like washing their faces or applying makeup), the spot brought unexpected authenticity (her gray roots feature prominently) and struck a chord with the millions of viewers also resorting to home hairdos. The brand and agency had turned out other compelling messages this year, including a spot featuring a gripping speech from Viola Davis, but this one surprised with its new take on a genre gone stale with its conventions of perfection.