Uncommon Creative Studio

* if reincarnation’s real, I’d like to come back as an Ordinary ad - simple, yet extraOrdinary * I spiritually exfoliated. 😲 Genius, because it does what every brand claims it wants to do: simplify. 👀 Based on a simple truth every strategist and copywriter knows deep down: clarity converts. 🔍 And in a world where TikTok can turn anything into gospel overnight, clarity is not your tone of voice, it's strategy. Educate before you advertise. That’s how you stay Ordinary and still win! Uncommon Creative Studio 👏👏👏

The Ordinary just reminded the entire industry why truth still matters. Their new campaign, The Periodic Fable, is one of the smartest I’ve seen in a long time, not because of the surreal film, which is admittedly unsettling, but because of the table itself. It’s both a teaching tool and a truth bomb. The Ordinary has been a brand I’ve followed for years. I’ve always had enormous respect for DECIEM | THE ABNORMAL BEAUTY COMPANY’s late founder, Brandon Truaxe, and current CEO, Nicola Kilner. They pioneered the skintellectual movement long before transparency became a buzzword, and they did it with a tech-sector mindset, launching multiple brands and product lines that redefined how beauty could scale. This campaign continues that legacy. It swaps the elements of the periodic table for 49 of beauty’s favorite buzzwords like “medical grade,” “rare ingredients,” and “luxury,” exposing the pseudo-science that’s shaped consumer perception for decades. The timing couldn’t be better. With the rise of Sephora Tweens and a new generation of hyper-online beauty consumers, accuracy in language isn’t just an ethical responsibility. It’s a cultural necessity. These audiences are curious, experimental, and easily influenced. And with Sephora launching its Creator Shopfront to tap into influencer-led sales and bypass third-party platforms like LikeToKnowIt, the industry’s relationship with transparency is under more scrutiny than ever. That’s what modern brand leadership looks like. ✨ Here’s to more brands willing to trade hype for honesty.

The Ordinary has launched a new campaign that tackles one of the beauty industry’s most slippery issues: misleading marketing jargon. The campaign swaps the symbols of the periodic table for 49 familiar buzzwords like “miracle,” “fat freezing,” and “medical grade” — a direct call-out to the kind of pseudo-scientific language that’s become standard across product labels and ads. See the full campaign here > https://lnkd.in/e7nugXrp 💡Uncommon Creative Studio | Nils Leonard, Olivia De Camps, Ali Dickinson, Jake Haynes, Elisa Czerwenka, Ellie Daghlian + SMUGGLER

🫧 The Ordinary has declared war on skincare pseudoscience—with a parody of the Periodic Table. The brand, known for its stripped-down, ingredient-first approach, has launched “The Periodic Fable,” a playful spoof of the Periodic Table that trades oxygen and carbon for 49 of beauty’s most used-and-abused buzzwords. Each “element” represents a zero-science term like “magic,” “luxury” or “scar-eliminating,” inviting consumers to click through and uncover the murky marketing behind the glow. The project, created with Uncommon Creative Studio, is anchored by a visually surreal campaign centered on a dystopian short film directed by SMUGGLER’s Olivia De Camps. 📲 Read about the full campaign: https://lnkd.in/g4nVwNsb

The Ordinary schools the beauty industry 🧼🫧 In a market flooded with 10-step routines and viral beauty trends, The Ordinary is taking a bold stance against misleading marketing with new ad ‘The Periodic Fable’ by Uncommon Creative Studio.

Today's Top Ad: The Ordinary – Periodic Fable by Uncommon Creative Studio This one’s really smart. The campaign calls out how skincare brands use words that sound scientific to justify higher prices. And they use a periodic table as the perfect vessel to carry this metaphor. “A scientific table with zero science.” Genius. There’s a short film and an interactive site where you can see for yourself which buzzwords are pure fluff. Uncommon Creative Studio, Nils Leonard SMUGGLER, Olivia De Camps, Amy Bi DECIEM | THE ABNORMAL BEAUTY COMPANY Ad Age, ADWEEK, LBBonline - Little Black Book, Campaign US, The Drum, Morning Brew, Morning Brew Inc., MediaPost, Digiday, Linkedin News, LinkedIn for Marketing, Advertising Geno Schellenberger, Jack Westerkamp, Buchun Jiang, Ellie McCarron, Ross Yenerich