(Active Ingredients. Active Attraction)
This experimental direction used juxtaposition, suggestion, and dry humor in Spanish to reach people who typically ignore acne ads. Headlines like “No fue por tu personalidad” and “Sin comedogénico” paired deadpan delivery with bold visuals to test how far the brand’s voice could stretch while staying grounded.
“No fue por tu personalidad.”
(“It wasn’t for your personality.”)
“Contra los granos… de la cintura pa’rriba.”
(“Against breakouts… from the waist up.”)
“Sin comedogénico.”
(“Non-comedogenic.”, said flatly, as if it were obvious)