McCann Erickson Mexico puts an emotional spin on the typical makeup ad for L’Oreal Mexico. Red lipstick is one of the brand’s most iconic products and men with red-green colour-blindness are unable to see the colour red; instead it looks like brown. L’Oreal and McCann invited colour-blind men to their studio and gave them special enabling them to finally be able to see red lipstick as red. The results are truly emotional as the men are able to see the women they love wearing red lipstick for the first time. This is a great example of a brand taking a distinctive asset and attaching an emotional value to increase Fluency and the ad’s effectiveness. Congrats to McCann Erickson Mexico and L’Oreal for fantastic 5-Star ad!