Lucy McRae, an australian filmaker, worked with Aesop (an organic cosmetic brand) to create this award-winning advertising. In this short film mythological references or references to the french and british culture are very strong and that’s part of the power of the ad.
First, one important thing about the brand name, Aesop. was an ancient Greek, fabulist or story teller, credited with a number of fables now collectively known as Aesop’s Fables. This choice is significant. The brand is also a story teller, and will create a genuine universe for its products. This universe, the Aseop’s universe, is an high technologic but organic world.
It’s the nature’s strength used to make woman prettiest.
The Lucy McRae’s video is called Morphe. Morphe is a god of Dreams who appears in Ovid’s Metamorphoses. Morpheus has the ability to take any human form and appear in dreams. The name Morpheus began to stand generally for the god of dreams or of sleep. We can see a strong association between the fact that the woman is slowly coming back to life (or at least waking up) and the injection of Aesop’s products.
We can also see in here a strong reference to the Perrault’s classic fairytale : Sleeping Beauty. The beautiful princess need a magic kiss from her prince to wake up. Here the magic kiss, is the power of Aesop’s product.
In a more perturbing way, the Frankenstein‘s myth is really present in that advertising. Frankenstein itself is really connect to the greek mythology because the subtitle of Mary Shelley’s novel is The modern Prometheus. Prometheus is a Titan who is credited with the creation of man from clay, and who defies the gods and gives fire to humanity, an act that enabled progress and civilization. Prometheus is known for his intelligence and as a champion of mankind. The woman here is the creature of Aesop who shape her with its product. In Frankenstein, the creature rise up against its creator so we can be king of surprise by this choice from Lucy McRae, but it’s also a really strong message about Aesop’s technologic shown as the most powerful and organic.