The short documentary The Final Copy of Ilon Specht, directed by two-time Oscar winner Ben Proudfoot, is now streaming on Prime Video. The film honours the life and legacy of Ilon Specht, the advertising creative who coined L’Oréal Paris’ iconic slogan, Because I’m Worth It, in 1971.
Specht, a young copywriter at McCann, defied industry norms at just 23 years old, creating a slogan that would become a powerful statement of self-worth and women’s empowerment. Over the decades, Because I’m Worth It has transcended advertising, becoming a cultural touchstone and one of the longest-running ad campaigns in history, translated into 40 languages.
The 17-minute documentary provides an intimate look at Specht’s career, the challenges she faced as a woman in advertising, and her lasting influence. Featuring a deeply personal account from Specht, who passed away in April 2024, the film sheds light on her bold vision and enduring impact.
Premiering at the Tribeca Film Festival in June 2023, The Final Copy of Ilon Specht won multiple awards at festivals, including Lunenburg Doc Fest and HollyShorts Film Festival, earning qualification for an Academy Award nomination in the short film category. In addition to Prime Video, it has been released on TED and AMC+.
Director Ben Proudfoot describes the film as a moving exploration of Specht’s life and that the deeper meaning behind her famous words will “tell a deeper story, surprise, move and ultimately challenge audiences”.
L’Oréal Paris Global Brand President Delphine Viguier-Hovasse emphasised “Her four-word manifesto that changed society forever is the very beginning of L’Oréal Paris’s commitment to empower women. Her legacy fuels L’Oréal Paris’ Worth It equity and drive our women’s empowerment mission at scale”.
The Final Copy of Ilon Specht is available to stream now on Prime Video.
