Clear + Brilliant

Produced by NEUPLOT for CIEN+ and Clear and Brilliant  
Director + ECD: A.F. Cortés

Giving hair removal a bold new wax with humor

Hair removal, often a mundane or awkward topic, is getting a fresh new laser treatment with Clear + Brilliant.

Like flossing, removing unwanted hair isn't exactly a topic that sparks joy or laughter. Meanwhile, outdated marketing tropes in a crowded category created a sea of sameness that did little to inspire. 

Recognizing the need for a change, we injected humor into the narrative to break free from the generic clichés and present a modern spin on traditional spots. Inspired by mockumentary styles, our Clear + Brilliant campaign embraced humor and directness to create a unique voice. Self-deprecation, brevity, and a light-hearted approach poke fun at the topic and the category.

In our spots, characters candidly own their past "hair issues," personified as alter egos that disappeared with Clear + Brilliant. Relatable transformation stories entertain as much as they highlight the product benefits, elevating the brand and its users as literal and figurative heroes of the spot.

The campaign brings new life to a stale space, proving that humor can sell even the most mundane or awkward topics.