Women’s cosmetic brand Julep know women have plenty thrown at them every day of their lives and now they’ve taken the concept and turned into a cool, action-packed campaign.
Titled “Throw Anything At Me” the TVC shows a young woman marching down a suburban street with all of life’s hassles and tribulations literally being thrown at her.
But rather than shrug them off, our protagonist turns into a kick-ass karate master and sends them flying. Check out the action below:
The ad is the work of New York creative agency Joan Creative. Commenting on the work, its COO, Jaime Robinson, said: “Female empowerment ads have become kind of a cliché. I mean, when was the last time someone made you feel strong AND made you laugh? We wanted this to be fun for a change–and between the film and the video game, it’s loaded with in-jokes.
“This was one of the most fun, collaborative pieces I’ve ever worked on. We had a team of people willing to say things we’ve never said to anybody. All in service of being honest and making something that resonates with our audience.”