Burt's Bees has stepped into the territory of the docu-style ad beloved of brands like Dove with a pair of uplifting online films that are all about embracing your differences.
The campaign, promoting the brand's moisturizing lipsticks, is minimally branded and the product is barely seen -- instead, the message is about loving your "nature," and by implication, Burt's Bees all-natural products.
The first film centers around Diandra, a stunning African-American model with Albinism. As she reflects on how hard it was growing up in the Bronx, we see her walking in the local neighborhood and at home, surrounded by family photos of her as a baby and growing up. She then explains how she became more confident, embraced her looks and was eventually scouted as a model -- and we see her transformed with makeup (including a Burt's Bees lipstick) into a catwalk beauty.
A second film features Mandy Harvey, a musician who became deaf, but uses her sense of touch to "feel" the music in different ways, and now loves that about herself.
The ads, which will run online including as paid social, were created by Baldwin&, and directed by Anna &Ewen of production company RDI.