"This is My Space"

21 May 2024

90s

The power of pampering.

This charming commercial for E45 was the winner of this year’s Channel 4 Diversity in Advertising award and everyone involved deserves huge congratulations for offering support to the beleaguered Trans community at a time when it’s badly needed. Not just that, but doing so in a fashion that’s brimming with empathy.

It’s tempting to look at the broader picture and write a polemic about the need for this kind of communication but the ad itself suggests that a break is needed from all of that, so we’ll concentrate instead on the film’s premise… that the bathroom can be a sanctuary where a little bit of self-pampering can restore one’s equilibrium.

The role played by the advertised product is lowkey without over being invisible and that seems exactly right for a piece of work that is as much a piece of activism as it is an advert.

UK

Skincare