“When you start going on your own, everything improves.” It is the message with which Braun presents its new pulsed light hair removal campaign and also a phrase with an obvious second reading when the person who pronounces it is Leire Martínez. The singer, who began her solo career after leaving La Oreja de Van Gogh in 2024, stars in “Ir Por Libre”, the brand’s new campaign created by Leo España, the creative agency of Publicis Groupe.
Leire’s professional situation is used to convey Braun’s main benefit
The idea uses Leire’s professional situation to convey the main benefit that Braun wants to associate with its pulsed light devices: being able to perform hair removal from home and reduce dependence on appointments, specialized centers, wax or blades. The brand ensures that its technology allows for up to 95% visible hair reduction in three sessions, and builds on that autonomy a creative concept that connects the product with a story widely known to the public.
Leire Martínez takes the “go it alone” of her career to hair removal
The main piece is a spot in which Leire Martínez talks with humor about how one of the best decisions she has made has been to start “go it alone”initially maintaining ambiguity about whether it refers to his musical career or his hair removal.
The game works precisely because the campaign comes at a time when the artist is developing a career under her own name after more than 17 years as the vocalist of La Oreja de Van Gogh. Braun thus uses a recognizable circumstance to build the complicity of the advertisement and subsequently transfer it to the product.
“Within the concept of freedom that was already given to us by the brand, we sought to convey something that has much more attitude, that is more local and that accompanies the values of today’s women. That’s where ‘Ir Por Libre’ emerged. And when we thought about who could best represent that message, Leire’s story appeared very naturally.”explains Andy Ventura, Creative Director at Leo Spain.
Martínez herself has pointed out that the collaboration coincides with an important moment in her career, marked by her solo projects. “I am delighted with this campaign, it comes at a key moment in which I have discovered the benefits of going on my own. For me it is essential to be able to be ready wherever and whenever I want in less than ten minutes”he explained.
Braun and Leo España have also used outdoor media planning to expand the second reading of the campaign. Thus, “Ir Por Libre” has been deployed in the Goya metro station, buses and a mupis circuit located around the Movistar Arena, precisely the venue where La Oreja de Van Gogh performs these days.
The placement introduces the campaign directly into the context that gives meaning to the creative concept. Those who go to the concerts or pass by their surroundings thus find Leire Martínez starring in messages about the advantages of “going it alone.” Braun will also accompany the activation with the distribution of carnations and fans personalized with the visual identity of the campaign.
