Eva Longoria talks to her first-grade self in new L’Oréal ad

The beauty brand continues 'lessons of worth' campaign to give its slogan more meaning

Published On
Sep 16, 2021

Editor's Pick

Eva Longoria is the latest celebrity spokesperson to dig a little deeper into L’Oréal's long-running "Because you're worth it" slogan in the beauty brand's latest film by McCann Paris.

Following last year's “Lessons of Worth" spot, in which Viola Davis addressed the camera about standing up to self-doubt, Longoria now appears in a pared-down and minimalist film against a stark black blackground. Like Davis, she touches on race and skin color, with references to her Hispanic heritage. She explains how she would like to say "you're worth it" to her first-grade self as she got on the bus to go to a new school and realized that "nobody else looks like me...I had dark skin, dark hair, dark eyes."

Watch: Viola Davis' gripping self-worth speech

The campaign, which breaks globally on social media beginning today, is the latest in a series of videos using personal anecdotes to give a deeper meaning to self-worth. Jane Fonda and Aja Naomi King have appeared in addition to Viola Davis.

Longoria's recent appearances for L’Oréal have included another campaign in which she took a more authentic and less superficially glamorous approach, filming herself as she colored her gray roots at home during quarantine in 2020. She has been a spokesperson for the company since 2005.

Credits

Date
Sep 16, 2021
Client :
L'Oreal
Agency :
McCann-Paris
President Beauty Team & Co-President McCann Paris :
Charlotte Franceries
Chief Creative Officer McCann Paris :
Julien Calot
Associate Creative Director :
Liam Fearn
Creative Lead :
Eric Landowski
Creative Excellence Manager :
Nadia Lasfar
Chief Operating Officer :
Anne-Sophie Carbo
Business Director :
Mathieu Vieille
Account Director :
Kristell Piriou
TV Producer :
Thibaut Blacque Belair
TV Producer :
Jean Robert
Production :
Phantasm
Post Producer :
Louise Jolles
Post Producer :
Sabrina Branco
Talent Partnership :
Kimberly Kress
Maison de post production :
Nightshift
Maison de post production :
X-Track

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