With most ads these days resorting to the quick fix of using sex (it does sell) and shock-factor; it is nice to see those who think outside the box and create a campaign that smartly reflects the selling point of the product.
In order to highlight the fact that White Babyface by Smooth E works from within the skin, the campaign uses three spots in "candid camera" style that show a made-up situation (old cleaning lady dropping the dishes, guy at train station who keeps sneezing, a little cat stuck on the tree) where people just stare and get annoyed, then one girl offers her help and shows her inner beauty (helping collect the dishes for the old lady, offering tissue to the sneezing guy, getting the stuck cat down.) That's when the candid camera guy tells her that she's been punk'd and that "Real beauty comes from within, White babyface by Smooth E with Melawhite, natural extracts clarifies to enhance the beauty from inside. Because true radiance shines from within..."
The three spots run consecutively as to create the effect of a real candid camera show.
Check out another creative outside-the-box campaign :