The powerful and long-overdue story of Ilon Specht, the trailblazing female copywriter behind L’Oréal Paris’s iconic slogan, Because I’m Worth It, is finally reaching audiences worldwide. The Final Copy of Ilon Specht, an acclaimed documentary short, will debut on AMC+ across the U.S. on March 8, International Women’s Day.
The film will also be available on TED’s YouTube channel and is currently streaming on Prime Video in multiple countries, including the U.K., Germany, France, Spain, and Italy.
A collaboration between McCann, AMC Networks, TRAVERSE32, and BREAKWATER STUDIOS, the documentary offers an intimate look at Specht’s extraordinary life and career, highlighting her role in shaping one of the most influential advertising messages of all time.
Featuring emotional interviews with Specht and her stepdaughter Alison, The Final Copy of Ilon Specht paints a deeply personal portrait of a brilliant yet underappreciated advertising pioneer. The documentary, directed by two-time Oscar-winning filmmaker Ben Proudfoot, captures Specht’s rebellious spirit, creative genius, and the personal and professional challenges she faced as a woman in a male-dominated industry. Watch the trailer below:
The Woman Who Defined a Movement
More than just a tagline, Because I’m Worth It became a rallying cry for female empowerment in the early 1970s. At a time when men controlled advertising narratives and dictated a woman’s worth, Specht, then one of the few female copywriters at McCann, defiantly penned what many have called “a four-word feminist manifesto.” What began as a groundbreaking ad campaign evolved into a cultural touchstone that continues to resonate today—both for L’Oréal Paris and for women worldwide.
Over the past five decades, the tagline has helped propel L’Oréal Paris to global prominence, cementing its reputation as a brand dedicated to celebrating and uplifting women. But while Because I’m Worth It became universally recognized, the woman who created it remained largely unknown—until now.
A Tribute to an Unsung Creative Genius
McCann, which has partnered with L’Oréal Paris for over 50 years, is honoring Specht’s legacy by renaming its talent accelerator for female creative leaders. The program, now called the Ilon Collective, will serve as an incubator for women pushing boundaries in advertising.
“This story of the original woman of worth needed to be told,” said Daryl Lee, Global CEO of McCann and McCann Worldgroup. “Ilon Specht was a leader ahead of her time—an unsung creative force whose story embodies McCann’s mantra of Truth Well Told. We need Ilon’s truth about everyone’s worth to be heard today more than ever.”
Charlotte Francéries, President of McCann Paris, echoed Lee’s sentiment: “Ilon Specht’s contribution to our brand and to women’s empowerment is immeasurable. Her words remind us daily of our worth and encourage us to pursue our ambitions without hesitation.”
A Lasting Cultural Legacy
Specht’s work holds a special place in advertising history, especially in contrast to the world depicted in AMC’s critically acclaimed series Mad Men, which chronicled the male-dominated industry of the 1960s—just before Specht shattered the mold.
“What an incredible, fearless woman and innovator,” said Kim Kelleher, Chief Commercial Officer of AMC Networks. “We are thrilled to share Ilon Specht’s story on AMC+ alongside Mad Men, the iconic drama set in the world where she had such a lasting and unforgettable impact.”
Since premiering at the Tribeca X Festival in June 2024, The Final Copy of Ilon Specht has received widespread acclaim, winning Best Short Documentary at multiple festivals, including HollyShorts, Lunenberg, and Chelsea.
With its global release, the film ensures that Specht’s legacy—as both an advertising revolutionary and a champion of self-worth—will inspire generations to come.
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