Cover Girl's new ad, subtitled "Women Empowerment", takes the beauty brand in a Dove-ish direction, with a star-studded piece of girl-power marketing. Celebrity spokespeople: Ellen, Pink, Janelle Monae, Sofia Vergara, and others, rally fight stereotypes with stories from their own experiences and rallying cries of resistance.  They had me until Ellen delivered the kicker.  

 .

A change in messaging only works when it's consistent. Hearing that incongruous, empty slogan tacked on just called attention to the fact that the ultimate goal here is marketing, which kind of interferes with the motivation.