The Final Copy of Ilon Specht, the critically acclaimed short documentary directed by two-time Academy Award® winner Ben Proudfoot (The Last Repair Shop, The Queen of Basketball), is now streaming globally in a historic first-ever film distribution deal by TED. The documentary, which tells the story of the woman behind the legendary “Because I’m Worth It” slogan, is available for free on TED’s YouTube channel and is also streaming on Amazon Prime Video and AMC+.
Timed with Women’s History Month, this groundbreaking film explores how a single line of copy—written in 1973 by Ilon Specht, a young woman working in the male-dominated advertising industry—became an unintentional feminist manifesto that redefined beauty marketing and helped ignite a cultural revolution.
The Story Behind the Film
For over 50 years, L’Oréal Paris has been defined by its iconic tagline: "Because I’m Worth It." But what many don’t know is that this phrase—now synonymous with female empowerment—was the work of a brilliant but unsung copywriter, Ilon Specht.
At just 23 years old, Specht was one of the only women “allowed” to write copy at McCann, the prestigious advertising agency. As women in the 1970s fought for workplace equality, bodily autonomy, and independence, Ilon rebelled. She penned a line that spoke directly to women—not about them, not for them, but to them.
This film, featuring intimate and deeply personal interviews with Ilon and her stepdaughter Alison, offers a deathbed reflection on her life, her creative genius, and the lasting impact of her words.
“Ilon was a woman of many firsts. She was the first to insist that a woman’s ‘worth’ belonged to her alone. She also spearheaded the first-ever commercial where a woman looked directly into the camera and declared her own power.” – Brendan Gaul, TRAVERSE32
TED’s First-Ever Film Distribution Deal
TED, known worldwide for its “Ideas Worth Spreading” ethos, has never before distributed a film—until now. This historic partnership signals a new frontier in documentary storytelling for TED, which has long been committed to sharing ideas that drive change.
“TED has always been about amplifying ideas that inspire conversation and action. We are honored to bring Ilon’s story to audiences worldwide.” – Jay Herratti, CEO, TED
The film is a collaboration between:
🎬 Breakwater Studios (Ben Proudfoot’s award-winning production company)
🎬 TRAVERSE32 (IPG Mediabrands' branded entertainment division)
🎬 McCann (the agency where Ilon made advertising history)
Since premiering at Tribeca X in June 2024, The Final Copy of Ilon Specht has won multiple awards, including:
🏆 Best Short Documentary – HollyShorts Film Festival
🏆 Best Short Documentary & Best Atlantic Filmmaker Award – Lunenberg Film Festival
🏆 Best Documentary Short – Chelsea Film Festival
🏆 Best Short Film – Hot Springs Documentary Festival
Why This Story Matters Now
In a world where women’s voices are still silenced, erased, or rewritten, Ilon Specht’s legacy proves that words have power.
At a time when corporations co-opt empowerment messaging without crediting the real women behind it, this film reclaims the story. Ilon was not a brand executive, not a CEO—she was a writer, a creative, a woman who refused to let men dictate what women should believe about themselves.
The Final Copy of Ilon Specht is now available worldwide, free on YouTube and streaming on Amazon Prime Video and AMC+.
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