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27 July 2021

Self satisfaction

by Syd Briscoe

The Body Shop: “Self Love Street” - 30s

The Body Shop tackles the "self-love crisis" directly in this uplifting commercial. It's no wonder that recent times have left many of us feeling more prone to self-doubt than boundless optimism, and the brand intend to change that with a message of radical self-acceptance.

Thus, three characters deal with different blows to their self-esteem whcih come from very modern sources. One struggles with self(ie) image, another becomes frustrated with online hate about her musical talent, while a third finds her battle with dating apps to be a fruitless exercise.

Director Ali Kurr ensures that each woman's journey to self-love is given space to breathe during the ad's 30" run, while an allusion to masturbation suggests that the brand recommend taking self-love both literally and figuratively. It's a valuable message in an age of social media distortion, reminding viewers that satisfaction starts not with the image they project, but from within.

Film Production: Partizan Ⓟ Ⓦ
Director: Ali Kurr ♀ Ⓟ Ⓦ
Producer: Jason Oakley

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