In a new campaign, “Let Your Beautiful Shine,” Kao USA Inc.’s Jergens applauds these morning routines and acknowledges that with its products, your individual beauty can shine through everyday. The campaign – signed by Arnold Worldwide – comes to life through TV, OLV, and social components.
Actress and comedian Leslie Mann reprises her comedic role as brand spokesperson in two campaign spots, “Chat” and “Bathroom Boundaries”. The spots feature the addition of her real-life daughter, Maude Apatow, which adds a quirky mother-daughter element to the light-hearted humor and wit of the campaign. By having Maude be part of the “Let Your Beautiful Shine” campaign, Jergens taps into a younger audience while staying true to its long-standing heritage.
In “Chat,” Leslie interrupts Maude during a TV-watching session to speak to her about a sensitive topic. Maude is justifiably alarmed, but Leslie tells her it’s her daughter’s elbows she’s talking about – dry elbows are no laughing matter. Jergens Ultra Healing moisturizes dry skin, which Maude now sees is what Leslie was trying to tell her. Next up for Leslie: moisturizing Maude’s feet!
Speaking about the campaign, Tenny Pearson, Managing Director Arnold Worldwide New York, said:
We have hit upon something special in this latest campaign – the human truth that skin care is passed on from generation to generation. With its rich history in skin care, this is the perfect sweet spot for Jergens.
Karen Frank, Vice President of US Mass and Global Skincare Marketing, Kao USA Inc, added:
Jergens moisturizers have been passed down from generation to generation because they help your skin be its most beautiful every day (…) Our ‘Let Your Beautiful Shine’ Campaign celebrates these every day beautiful moments between generations in a very relatable way by using Leslie Mann and her real-life daughter, Maude Apatow. Our hope with this new campaign is that Jergens will inspire women– of all generations– to bring out their beautiful every day.
- Executive Creative Director: Jennifer Alfson
- Group Creative Directors: Katie Young and Chris Chao
- Art Directors: Kyle Lynah, Sara Easterling
- Copywriter: Laura Linthicum
- Producers: Amy Shaw, Alissa Feldbau
- Planner: Rohini Sahni
- Business Affairs: Shaunda Slade
- Marketing: Tenny Pearson, Jessica Miranda, Marie-Laure Davy, Valeene Wilson
Production Company: Hungry Man
- Executive Producers: Kevin Byrne, Mino Jarjoura, Dan Duffy, Caleb Dewart, Jacki Sexto
- Line Producer: Matt Lefebvre
- Director: Bryan Buckley
- 1st AD: Craig Owens
- DP: Scott Henriksen
Editorial Company: Arcade Edit
- Producer: Andrew Cravotta
- Editor: Jeff Sferruzzo, Ali Mao
Sound Design: Honeymix
- Engineer: Eric Thompson
Color Company: Co3
- Colorist: Tim Masik
Music: Sizzer Amsterdam
VFX: PPC London
- Executive Print Producer: Vicky Wohlfarth
- Print Production Supervisor: Susana Marquez
- Photographer: Dan Forbes
- Production Company: Noho productions
- Retouching Company: Impact Digital