Priceline Pharmacy extends ‘100% Woman’ brand with ‘Beauty of You’ work via Ogilvy, Melbourne
Priceline Pharmacy continues to build on the success of its 100% Woman brand platform with a new ‘100% Beauty’ execution created by Ogilvy Melbourne. The new film launches across multiple television and digital networks this week as a part of the ‘Beauty of You’ campaign.
No two women are alike, but they all want to look and feel 100%. With this in mind, Priceline’s latest spot features snapshots of Australian women engaging in their own unique beauty moments and rituals. Through the mirror, it captures a diverse range of women striving for their own version of beautiful with the help of Priceline products.
Using a combination of real women together with Priceline’s ambassadors, Ita Buttrose, Ada Nicodemou and Sam Harris, the new execution celebrates women of all ages and ethnicities. 
Says Mark O’Keefe, general manager of marketing, Priceline Pharmacy: “With three million Australian women shopping at Priceline every month, we have built our business around the understanding that women are not one dimensional. They are career women, mothers, teenagers, grandmothers, students. They come from all different backgrounds and ethnicities. They all have a different idea of what beauty means to them and those insights are important to us and worth celebrating.”
Says David Ponce de León, executive creative director, Ogilvy Melbourne: “By focusing on beauty for this campaign, we were able to showcase those unique moments in the routines of Australian women. With beauty in mind, we partnered with renowned director Ash Bolland to bring these stories to life. We were after an artistic sensibility to women and beauty that only he could deliver.”
Filmmaker and director Ash Bolland was recently involved in directing Lighting the Sails: Audio Creatures at The Sydney Opera House. Lighting the Sails is the glowing centerpiece of Vivid, Sydney’s festival of light, music and ideas.
Priceline Pharmacy’s 100% Woman platform first launched in October 2016 set to the catchy ‘Girls, Girls, Girls’ track. Past executions in the campaign include health focused spots and most recently, a celebration of Priceline’s partnerships with women in sport.
Says O’Keefe: “Women come to Priceline Pharmacy for the day-to-day essentials, for health products and advice and for gifts. But they also come to our stores for the professional beauty inspiration and advice from our beauty experts. We are proud to be a destination that provides all of this for all Australian women regardless of age or ethnicity.”
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de León
Creative Director: Josh Murrell
Creative Director: Sharon Condy
Art Director: Suraiya Lorenz
Copywriter: Carly Dallwitz
Group Account Director: Jessica Park
Account Director: Chad Whatcott
Senior Account Manager: Jessica Graham
Senior Producer: Charlotte Griffiths
Production Company: Interrogate
Director: Ash Bolland
Executive: Producer: Tara Riddell
DOP: Lachlan Milne
Offline: Arc Edit
Online: Alt VFX
8 Comments
If it’s true that all women are fragile, narcissistic and neurotic, then this is a masterpiece.
Damn, not first.
@Receptionist:
If you’re female, will not being first make you curl up in the foetal position, gripped with overwhelming feelings of inadequacy?
@Impartial Male
Who hurt you?
This a terrible. Where’s the direction, where’s the heart and soul, or passion?
Feels like it was all for the money, just another cashed check.
There is no fashion direction, it lacks any aspiration for us women.
You wrote this at 2:35am. You are putting down the work of one of Australia’s best filmmakers. And the work of a brand that is all about celebrating women. You wrote this at 2:35am. It’s so sad. Whoever you are, you need more than a lifeline. You need a life.
I agree with Lifeline’s opinion. The commercial idea has all the right ingredients for celebration, it must of looked good in treatment stage, but this work is lazy filmmaking. Especially if this director Ash is one of Australia’s best filmmakers (where does that stat come from?)
“We were after an artistic sensibility to women and beauty that only he could deliver.”
Lol.