The UK’s Advertising Standards Authority has banned a McCann Erickson ad for L’Oreal’s Revitalift Repair anti-ageing cream as the picture of L’Oreal ‘brand ambassador’ and Oscar-winning actress Rachel Weisz was ‘digitally enhanced.’ Actually it’s had more retouching than the average collapsing Old Master painting (montage of the real Rachel and L’Oreal’s version from The Telegraph).
L’Oreal has been doing this for years – and getting away with it – because by the time the ad ban comes into effect the ad has run and, maybe, convinced a lot of daft women that they can look like Rachel Weisz (not that Ms Weisz looks very much like herself in this instance).
Just as the Football Association (occasionally) dishes out long bans for repeat offenders so, surely, should the ASA. No L’Oreal ads in the UK for a month might just have an impact on the over-mighty French cosmetics company and its cynical agency.
As for Weisz, a former model but a Cambridge graduate too, she should know better. A sometime spokesperson for ethical products, she must surely be aware that appearing in such ads is trashing her (considerable) reputation. As a top actress (and new wife of James Bond star Daniel Craig) she can hardly say she needs the money.