L’Oréal CMO Marc Speicher surprised an audience of ad execs crammed inside the New York Crowne Plaza’s standing-room only Broadway Ballroom for IAB Mixx’s meeting at Advertising Week today with this bizarre video.
Between discussing the results of a global ethnographic study about the diverse way people use media and technology in various forms and on various screens, Speicher announced: “Now more show, less tell.”
Then he played this video of a mostly naked, heavily pierced man rubbing himself with soap:
While surrounding conference goers were at first slack jawed and confused, they got into it as the three-minute video progressed to show that the man in the film, titled “Go Beyond the Cover” was, in fact, heavily tattooed.
His ink had been flawlessly covered up with Dermablend, the smallest of L’Oréal’s 23 brands.
“You just have to tell a story worthy of being told,” Speicher said, explaining that the video “opened a new audience segment and grew the business.”
The viral video was created late last year and, while Speicher said it garnered 15 million views, YouTube says it has been watched almost 11 million times.
L’Oréal is ever-increasing its digital media and spends more than one billion dollars a year on media overall.
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