L’Oréal Paris and McCann collaborated with two‑time Oscar-winning filmmaker Ben Proudfoot to produce “The Final Copy of Ilon Specht”, a 17‑ to 18‑minute documentary that sheds light on the woman behind the brand’s legendary slogan “Because I’m Worth It.” Ilon Specht, a 23‑year‑old copywriter at McCann in 1971, dared to challenge the male‑dominated norms of Madison Avenue when she penned what would become a “four‑word feminist manifesto.”
The film premiered at Tribeca X in June 2024 and debuted globally on International Women’s Day, March 8, 2025, across platforms including AMC+ (in the U.S.), Prime Video (in Europe and elsewhere), and TED’s YouTube channel. Through this global rollout, L’Oréal and McCann sought to amplify Specht’s legacy and reaffirm brand authenticity by aligning core values—female empowerment and self‑worth—with rich storytelling.
Blending archival footage, personal interviews, and intimate scenes, the documentary composes a compelling narrative arc: viewers witness Specht’s bold declaration of “Because I’m Worth It,” hear from her stepdaughter Alison Case, and see reflections from McCann and L’Oréal leadership. These voices reinforce the slogan’s origins as an authentic reflection of Specht’s spirit rather than a marketing ploy.
Critically acclaimed, the film has been honored at multiple festivals—including HollyShorts, Chelsea, Lunenburg, and Hot Springs—alongside a director’s award at BrandStorytelling 2025, and recognition at Cannes. Its success underscores an emerging trend: the resurgence of high‑quality branded documentary content that resonates both emotionally and culturally.
As a marketing case, “The Final Copy of Ilon Specht” distinguishes itself by weaving brand heritage, feminist authenticity, and cinematic craftsmanship. By spotlighting the slogan’s origin story—and giving credit to its creator—it repositions L’Oréal’s brand equity as rooted in genuine empowerment. McCann also renamed its women’s creative talent accelerator “The Ilon Collective” in her honor, ensuring Specht’s legacy will continue to inspire future generations.
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CREDITS
Director: Ben Proudfoot. Producers: Brendan Gaul, Rachel Greenwald, Ben Proudfoot. Co‑Producers (FireCity Illusion): Rachel Greenwald, Kirstin Falk, Brendan Gaul, Brett Henenberg. Executive Producers: Daryl Lee, Charlotte Francéries, Julien Calot (McCann), along with Brett Henenberg and Ben Proudfoot. Cinematographers: David Feeney‑Mosier, Brandon Somerhalder. Editors: Tim Johnson, Mónica Salazar. Composer: Katya Richardson. Cast (on-screen): Ilon Specht, Alison Case. Creative agency: McCann Paris, McCann Worldgroup (Interpublic Group). Production agencies: Breakwater Studios, Traverse32, FireCity Illusion. Distribution platforms: AMC+ (AMC Networks), Prime Video, TED’s YouTube channel.
