Lux Soap for Power of Beauty

The Power of Beauty is demonstrated in this print campaign for Lux Soap from Australia. In this award-winning press advertisement a police officer appears as a young child, disarming fear. Other ads in the series are Bouncer and CEO. The Cop ad won bronze at Cannes International Advertising Festival.

Lux Cop

Lux CEO as Office Boy

Lux bouncer


The Lux Power of Beauty campaign was developed at JWT, Sydney, Australia, by executive creative director Jay Benjamin and Andy Dilallo, copywriters/art directors Tom Hazledine and Paul Spelman, with photographer Sean Izzard, typographer/designer Jeffrey Oley. Retouching was done at Pro Colour, Singapore.

2 Replies to “Lux Soap for Power of Beauty”

  1. why there isn’t a video version of this image, ADS where we see the transformation of the cop into a little boy.

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