The True Story of the Iconic Tagline "Because I'm Worth It" - The Final Copy

This 18-minute documentary from two-time Oscar winner Ben Proudfoot presents an intimate deathbed account of advertising genius Ilon Specht, who created L'Oréal's iconic "Because I'm Worth It" slogan in 1973. Discover how these four words became an unexpected feminist manifesto that revolutionized advertising against significant odds. The film contains mature language and is part of TED's new initiative to showcase documentaries about world-changing ideas and people. Produced by Traverse32 and Breakwater Studios in partnership with L'Oréal Paris and McCann, this compelling story reveals the previously untold history behind one of advertising's most influential taglines and its cultural impact.