Mendoza Dillon Launches Educational Skin-care Campaign.

Mendoza Dillon, the Hispanic Advertising Agency for Galderma Laboratories, launched a campaign to educate Hispanic women regarding the skin condition called melasma or “pregnancy mask”.

Breaking the norms in the category, Mendoza Dillon aired on January 13th the first educational TV commercial for skin care in the Hispanic Market. The campaign is called “Masks”, because it uses this metaphor to indicate the feelings of the women affected by melasma.

“When I decided to take my account to Mendoza Dillon a few months ago,” said Mary Madden, Senior Brand Manager for Galderma, “what impressed me was their comprehensive information-gathering process. I think the end result was perfect. The main message was always kept top of mind.”

Mendoza Dillon and Galderma decided to develop an educational campaign with a look totally new to the DTC advertising arena. “Masks” is changing the face of Hispanic pharmaceutical commercials.

“The metaphor of the masks is pretty clear,” said Helena Lomeli, VP Creative Director for the account. “Women want to hide their dark spots. Dispelling the myths about this condition should be treated with taste. And respect. And we did both. ”

The commercial was shot in Mexico City and Acapulco by Jorge Ruz from Film Core as the director and director of photography; the music is a creation of Jamie Dunlap and the multi-range voice belongs to Molly Pasutti. The post-production was in charge of C.J.E. Productions (now Wheelhouse) with the special effects created by Reality Check, both located in Los Angeles.