America Ferrera retraces her Latina roots in ad for CoverGirl

Ad was shot by Argentinean director Paola Kudacki with a Latina team

Published On
Feb 25, 2022

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Actor, director and producer America Ferrera fronts a new spot for Coty's CoverGirl cosmetics, featuring photographs from her own childhood archive and embracing her identity as a Latina American.

"Ugly Betty" star Ferrera, who was named CoverGirl's latest ambassador last November, describes growing up in America with "a head full of dreams and a heart full of ambition" but thinking "there was no path for someone like me, nothing to follow."  She goes on to describe how she learned to love her identity; to "love being ugly, love having curves" and loving being a Latina American, and invites the audience to "see me."

The spot, which she also shared on Instagram, was helmed by an Argentinean director, Believe Media’s Paola Kudacki, who worked with a crew including Latina hair and makeup artists. It mingles new footage of Ferrera with images of her running marathons and standing on the Capitol steps, as well as childhood snaps and memories of "Ugly Betty." 

Promoting CoverGirl’s Clean Fresh Skincare collection, the campaign was created by Spring Studios.

Ad Age's Leading Women awards 2022 are now open for entries. Details can be found here. 




Feb 25, 2022
Client :
Agency :
Spring Studios
Executive Creative Director :
Robin Harve
Image Director :
Erika Moore
Agency Producer :
Mathew Laskey
Production :
Believe Media
Director :
Paola Kudacki
Executive Producer :
Liz Silver
Head of Production & Operations :
Vitaly Koshman
Director of Photography :
Ross Richardson
Production Designer :
Tessa Posnansky

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