Blue steel skincare

US – Skincare brand Kiehl’s has launched a series of films that satirise the claims made by anti-ageing brands.

• The 165-year-old brand, which rarely advertises its products, has collaborated with Paramount to promote Zoolander 2
• Six short films by Night Agency tackle the ‘epidemic of ageing’

Kiehl’s enlisted the help of several big-name celebrities for its campaign, which premiered at the Derek Zoolander Centre for People Who Don’t Age Good pop-up in New York. In a playful spin on the lofty claims made by skincare brands about the benefits of their products, all of the stars are played by child actors. 

Framed in the testimonial ad style favoured by skincare brands, the stars extol the virtues of Kiehl’s products. In one film, Bobo, a rosy-cheeked child in a sharp suit, reveals himself to be none other than 57-year-old Alec Baldwin and implores viewers to leave their old self behind.

Night Agency was keen to align the tone of the campaign with the playful identity of the Kiehl’s brand. ‘Skincare is the only thing they take seriously,’ says Evan Slater, partner and executive creative director at Night Agency. ‘Everything else is game to poke fun at.’