“The Final Copy of Ilon Specht” Now Streaming: A Tribute to an Iconic Legacy

Jordan P. Kelley, Content Director, BrandStorytelling

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The Final Copy of Ilon Specht is an intimate and powerful short documentary that chronicles the life and legacy of Ilon Specht, the advertising visionary behind L'Oréal Paris’ iconic slogan, "Because I'm Worth It." Directed by two-time Academy Award winner Ben Proudfoot and produced in partnership with IPG Mediabrands’ Traverse32, McCann, and L'Oréal Paris USA, the film is a prime example of integrated brand storytelling. It not only champions L'Oréal Paris’ core values but also highlights a defining achievement in the brand’s history while maintaining its integrity as a standalone piece of filmmaking.

In 1971, as a copywriter at McCann, Specht crafted a phrase that would become a groundbreaking statement for women's empowerment. "Because I’m Worth It" was more than an advertising tagline—it was a bold challenge to the norms of the male-dominated industry and a rallying cry for self-confidence and equality. Over five decades later, it remains the longest-running ad copy in history, translated into 40 languages, and continues to inspire women worldwide.

Ben Proudfoot receives the Director Award at BrandStorytelling 2025: A Sanctioned Event of Sundance Film Festival (l to r: Brendan Gaul, Suzanne Ayello, Ali Goldstein, and Ben Proudfoot)

The Final Copy of Ilon Specht garnered an enthusiastic response after screening at BrandStorytelling 2025, where it won the Director Award. Prior to the event, BrandStorytelling spoke with the filmmakers to gain insight into the inception and production of the film. Director Ben Proudfoot, Traverse32’s Brendan Gaul, and L'Oréal Paris USA Brand President Ali Goldstein shared their perspectives on the creative process and the responsibility of bringing Specht’s story to life. "Maybe it’s because she believed it and because she lived it that ‘Because You’re Worth It’ is so lasting. It wasn’t created to sell anything—it was her truth," said Proudfoot. "We felt deeply responsible to make sure that whatever film came out of this was something Ilon would appreciate."

Goldstein reinforced the importance of honoring Specht’s legacy, stating, "For us as a brand, this was never an ad. This was the story of an amazing woman who left a legacy in an unbelievable tagline." She continued, "When something is right, we will make it happen. We trust our instincts."

The film was screened for the public on International Women’s Day at SXSW. Now, The Final Copy of Ilon Specht is available to stream on the TED YouTube channel, Prime Video and AMC+. "If you want to understand what brand storytelling is at its best, watch this film. It’s authentic, it’s emotional, and it’s a masterclass in honoring a legacy the right way," said Gaul. "We want the largest audience possible to see this. Ilon giving that line to the world was a gift, and this film is also a gift that we want to share."

About Jordan P. Kelley

Jordan P. Kelley is a branded content thought leader, serving as Content Director and curating the festival portion of BrandStorytelling: a Sanctioned Event of Sundance Film Festival. A Forbes contributor, Kelley co-produces The BrandStorytelling Podcast 'Content That Moves'. With a degree from UCLA in African American Studies and Film, Kelley is committed to storytelling efforts that champion worthy causes.