# Clinique Moisture Surge 100H — daily ritual ad

## Commercial brief

- **Status:** Independent speculative creative test, not a commissioned Clinique campaign or filmed product trial.
- **Product and destination:** Clinique Moisture Surge™ 100H Auto-Replenishing Hydrator. https://www.clinique.com/products/moisture-surge-100h-auto-replenishing-hydrator
- **Audience hypothesis:** Spanish-speaking skincare shoppers who want moisturizer in a daily morning routine but prefer a light feel.
- **Buying/use situation:** After cleansing, someone reaches for a moisturizer before continuing with the day. Clinique's directions include daily morning/night use on clean skin.
- **Insight:** A moisturizer can look rich in a jar; seeing the real gel texture and a real application moment helps a shopper imagine how it fits a routine.
- **Objective:** Connect a recognizable Clinique jar to its actual gel-cream texture and an everyday use moment, then send interested viewers to inspect the product.
- **One message:** **Hidratación que se siente ligera.** This is a creative paraphrase of Clinique's lightweight, refreshing gel-cream positioning, not a measured user response.
- **Supported feature:** Lightweight, oil-free gel-cream moisturizer. Clinique also says it is fragrance-free; this ad omits clinical duration and percentage claims.
- **Hook and payoff:** “Dale frescura a tu rutina.” opens on a real Clinique application image with the jar visible; a gesture-led reveal moves into actual Clinique texture photography, then returns to the person continuing the routine.
- **CTA:** “Conoce Moisture Surge” → official product page. No price, discount, availability, or performance guarantee.
- **Placement:** 1080×1920, 18 seconds, 30 fps, Spanish, silent-first vertical social ad.
- **Art direction:** Cream, warm pink, skin tones and restrained dark ink. Editorial asymmetry, Work Sans 300/600 with DM Mono small labels. No decorative rules or grid. Photos are official Clinique material; no stock model is represented as product use.

## Image roles and causal chain

1. **Real application/context photo:** Establishes a person using Moisture Surge and makes the morning-routine hook concrete.
2. **Official jar cutout:** Identifies the exact product from the first frame, scales between context and product detail, and resolves to the closing hero. The same jar stays recognizable.
3. **Actual product texture photo:** The visual payoff to the application gesture. A moving soft mask follows the implied fingertip/sweep into gel texture; this is an editorial transition, not a simulated efficacy result.
4. **Return to context:** The texture sweep uncovers the person again. The product is positioned as a quick moment in a routine; no before/after comparison or altered skin is shown.

**Action → response:** Visible use gesture / sweep direction → masked texture is revealed → “Hidratación que se siente ligera” settles → image returns to the person and “Gel-crema sin aceite” appears → jar and CTA take focus. Each response follows its visual trigger.

## Exact timed storyboard

| Time | On-screen copy | Image and motion |
| --- | --- | --- |
| 0–3s | “Dale frescura a tu rutina.” | First frame shows official application/context photo and small but recognizable jar. A close crop reveals face/hand with room for copy. Short weighted image settle, then readable hold. |
| 3–6s | “Hidratación que se siente ligera.” | Motion follows the application direction. A single expanding rounded mask reveals the official gel texture photo where the gesture leads; jar shifts to a small corner anchor. Copy enters after the mask starts. |
| 6–9.5s | Same | Texture fills a large purposeful area, with a slow sweep of the crop showing its actual visual detail. Copy and texture hold long enough to read. |
| 9.5–13s | “Gel-crema sin aceite.” | The mask travels off, returning to application/routine photography. The same jar rises in scale; copy is supported by the documented formula, without picturing an unverified skin result. |
| 13–15s | “Moisture Surge 100H” | Image settles into a balanced person/product composition; jar becomes the hero without a false 3D turn. |
| 15–18s | “Conoce Moisture Surge” | CTA appears by 15s and holds for three seconds with stable product identity. |

## Proposed media readout

Assess early retention, completion through CTA, outbound CTR and qualified product-page visits. If conversion is instrumented, inspect purchase conversion and acquisition cost. Compare against a suitable same-product control with consistent audience, placement, budget, optimization, attribution and run window; define metrics and sample size first. No observed results are asserted.