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Mortifying Mother Walks In for Droga5's New Clearasil Spot

Creative 554 Add to collection

Agency launches 'Let’s Be Clear' campaign platform with hilarious new ad

Mortifying Mother Walks In for Droga5's New Clearasil Spot

Let’s face it, acne is the pits. And the acne category is awash with confidence clutter. Every brand is shouting about confidence loud and proud— and teens just don't buy it. That's why Droga5's brand strategy for Clearasil taps into a more real source of confidence: reassurance. During custom qualitative research with teens, we found that often times, it's just the reassurance that 'it gets better' that helped teens feel more confident. The strategy leans hard into that insight, offering teens the reassurance that acne won’t last forever— but while it does, Clearasil will help.

Introducing Clearasil’s new brand platform, “Let’s Be Clear.” It’s a no-nonsense take on acne, and a huge departure from smiley-faced models vapidly splashing water on their faces.

It’s a bold stance for an acne brand to take, but when you’re the brand that literally started the category, you have the right to be a leader.

”Let’s Be Clear” is the brand’s first national campaign with creative shop Droga5 at the helm. The campaign debuted today with a 30 second television spot titled, “Interruption.” The spot highlights the reassurance that some things don’t last forever—including acne. Or your mom barging into your bedroom totally unannounced.

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Edit Assistant: Brendan Hogan 

Editor: Erik Laroi @ Mackenzie Cutler 

Executive Producer: Sasha Hirschfeld  

Post Production / VFX

Executive Producer: Mike Pardee 

Post Production Company: The Mission 

Producer: Ryan Meredith 

Production Company

Director: Aaron Stoller

DOP: Bryan Newman  

Executive Producer: Holly Vega

Producer: Mala Vasan 

Production Company: Biscuit Filmworks

Creative Agency

Chief Creative Officer: Ted Royer

Chief Strategy Officer: Jonny Bauer 

Creative Agency: Droga5

Creative Chairman: David Droga 

Executive Producer: Adam Perloff 

Group Account Directors: Olivia Legere

Group Creative Director: Tim Gordon

Senior Art Director: Dan Kenneally  

Senior Copywriter: Ryan Raab

Strategist: (Sr) Danielle Travers, (Comms) Bryn Little  

Strategy: (Hea of Comms) Colleen Leddy 

Strategy Director: Will Davie, (Social) Tom Hyde  

Creatives: (CCO) Sally­Ann Dale

Genres: Comedy

Categories: Health care, Beauty & Health

Droga5 New York, Mon, 13 Jul 2015 14:40:56 GMT