About twelve months prior to launching this spot, Function of Beauty ran their first ever direct response TV campaign. From there we were able to identify many learnings, areas of improvement, and potential in new ways of expanding our messaging more creatively. One main takeaway from the initial campaign was that our audience seemed most receptive to testimonials about the products. Knowing that testimonials and reviews performed best, we stuck to that theme, but wanted to approach it through a more exciting, relevant, and realistic lens.

“The Internet Can’t Stop Talking About” is a combination of live action and animation video which follows the buzzing chain of communication among friends via social media. We felt that highlighting the virality of sharing testimonials online and through text was a realistic way to show how word gets around and allowed for a range of exciting visual executions. In graphic formats designed similarly to TikTok, YouTube, Instagram, FaceTime, and SMS texting, you watch in real time as friends rave about Function of Beauty to each other.