This Shiseido ad titled “High School Girl?” has a great twist. From Adweek:
[T]he ad closes with a shot of Shiseido makeup casually splayed around a piece of binder paper, upon which is written a tagline that’s almost too simple for an ad that’s otherwise so interesting: “Anyone can be cute.”
If you watch the ad again, you can appreciate the quiet subtlety with which it shows its hand: It’s less of a reveal than a call to be more attentive. The opening scene, for example, focuses not on the teacher but on what she is holding: An image of a piece of art depicting a woman. This image is flipped at the end to reflect how easily we can be fooled once we’ve looked at something, decided what it is, and moved on.
Here’s the making of video: