How does one sell makeup? You hire a zombie, that's how. Dermablend Pro, a product under the L'Oreal flagship has just released this spot entitled: "Go Beyond the Cover", featuring none other than Rick Genest, just to prove how well their makeup can conceal anything, even a full body canvas of tattoos.
The model, better known as 'Zombie Boy', walks around fully covered in a way that resembles a decomposing corpse. He starts by sitting in front of the camera, taking his shirt off, and revealing himself without any ink whatsoever. He then rubs the product on his chest and his face as an act of 'cleansing', allowing him to show his true self. Towards the end, we can see the process of makeup in reverse with his normal physicality popping through.
It's a great way of demonstrating the quality of the product, no doubt about that. I do wonder, however... If I am to go beyond the cover, considering that one's true self lies beneath, then why is that copy being used to sell a product that, in fact, covers? Does anyone else find this ironic?
"It’s (the ad) also fascinating on a cultural level, because it is only via the application of makeup that Genest becomes “normal” -- obviously not a state he values -- to a culture that elevates the ability to quietly fit in as a worthwhile life aspiration. In this case, the makeup, or the “mask,” is the face that looks ordinary. The real face is the one with the zombie skeleton on it. It’s a thought-provoking reversal of conventional wisdom in which the before is actually the after."
A pretty interesting choice of words that definitely aims to go beyond the obvious. In the end, the makeup creates a layer without destroying what lies beneath- a person's essence.
Check it out:
Here's a behind the scenes look into the making of the spot: