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Reading: Cosmetic Brand Unveil Super Cool, Kick-Ass “Throw Anything At Me” Campaign
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B&T > Campaigns > Cosmetic Brand Unveil Super Cool, Kick-Ass “Throw Anything At Me” Campaign
Campaigns

Cosmetic Brand Unveil Super Cool, Kick-Ass “Throw Anything At Me” Campaign

Staff Writers
Published on: 3rd November 2017 at 10:33 AM
Staff Writers
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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.”

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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