For this one we were tasked to recreate a provocative ad for our advertising class. I chose Belo’s provocative ad that sends out a very racist message to men who have darker skin tones. This became very controversial, since Filipinos are naturally born with brown skin tones and this Belo ad only provokes colorism and racism towards its audience.
Here's the original ad from Belo that was taken down before. The copy "10% lighter. 100% approved" clearly states that society only acknowledges those who are light skinned as they appear to be "cleaner" through the eyes of many.
In the Philippines, when men engage in skin care they are immediately labeled as effeminate or maarte, but for my recreated ad I wanted to emphasize on the confidence it brings to each individual, especially to men.
