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Downloaded from
YTS.MX

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Official YIFY movies site:
YTS.MX

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I don't remember exactly, but...

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I use the most expensive
hair color in the world.

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It's not that I care about the money,

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it's that I care about my hair.

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It's not just the color.

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I expect great color.

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What's worth more to me
is the way my hair feels.

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It feels good around my neck.

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I can't remember it.

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I can't finish it all.

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If only you had more time.

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Why don't we have more time?

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I'm dying.

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I'm croaking!

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It's tough, coming home.

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But this is what you do
for a parent that you love.

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But, you know?

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She's not my mother.

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Technically.

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In my own family, there's
a lot of dysfunction,

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a lot of mental illness,
a lot of substance abuse.

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Every generation.

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My parents divorced when I was about five.

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My mother moved us out of state,

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so we had to fly to New
York to see my father

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'cause he was already
working in advertising,

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and New York was the only place to be.

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Many of the commercials

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you see on television begin life here.

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Advertising is one of the

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main sources of messaging

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about who you should be.

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Nowadays, most
of you women lead two lives,

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combining homemaking with the
role of glamorous hostess.

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And in the '60s,

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the ads were often made
from a male point of view.

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In the
pre-production meeting,

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everybody who has anything to do

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with the commercial is there.

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It was mostly men.

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These superstar art directors and writers.

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Like my father, Gene Case.

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"Mad Men" was like home movies,

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and he was Don Draper.

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He was very witty,

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but I don't think my father realized

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how powerful his words were.

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He knew it professionally.

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But with his kids, he could
be incredibly cutting.

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Flay you just with a phrase.

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But it's the time with my
mother that was the nightmare.

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She had a horrible childhood,

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but she sure as hell
didn't make any effort

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to overcome that in her relations with us.

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You know, it was really
horrifying to my mother

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that I was not popular.

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But I was also really awkward

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because she had been
undermining my confidence

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for all my life.

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She would pick apart your
personality in detail.

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I was lazy, I looked bad,
I acted bad, I was awkward.

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Emotionally, just out for blood.

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At a certain point in the night,

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I would know, "Okay, the
situation is dangerous.

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I need to get outta here."

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I had this fantasy when
I was in fourth grade

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that I vividly remember

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that some kind of outside
agency was gonna come in

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and determine from all
the salt on my pillow

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that I was crying myself
to sleep every night

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and do something about it.

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No, it was awful. It was awful.

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And that was the point where
Ilon came into my life.

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Ilon, do you
need anything to eat?

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I don't think so, but
look up this wallpaper,

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Waverly fabrics,

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and see if they have a rose pattern.

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Okay.

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Oh, what about this one here?

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That's not it.

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No?

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No, first of all, I was an art dir...

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I was a creative director
at an advertising agency.

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The first thing I know
is what I'm looking at.

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Ilon the girl.

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I don't remember particularly
being into advertising,

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but somehow I found myself in it.

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And I seemed to be very good at it.

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First of all, I'd always
listened to everybody.

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And I noticed that I
saw things differently

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than other people.

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Women could get
somewhere in advertising,

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but they were marginalized.

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Women were given a lesser role.

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All the men were always arguing with you

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and always taking credit.

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And one of the things

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that was coming through loud and clear

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is that women are for men.

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♪ Glory, glory, hallelujah ♪

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♪ His truth is marching on ♪

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Men were always the ones

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who everyone was pleasing.

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What will your
eyes say to him tonight?

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Wait 'til the fellas take a look

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at this plunging backline.

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You look at ads from that period

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and it's jaw dropping.

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This is one of our nation's

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most beautiful sights,

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the kind of girl who keeps her figure.

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But that's what feminism
was pushing back against.

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I was a feminist.

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I knew women were equal
if not superior to men

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from the time I was a little girl.

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And in advertising,

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she wanted to be a trailblazer that way.

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At one point, she worked
in the same agency

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with my father, and that's how they met.

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He was a good writer

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and I was a good writer.

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I liked the fact that he was

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good at what he did and cared about it.

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We got engaged and then we got married.

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I'm sitting
there in the background.

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I'm grinning.

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I'm so thrilled because
I adored her instantly.

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I thought she was super cool

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and she treated me like I mattered.

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She was a sweet little girl

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and she deserved some caretaking.

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My mother was kinda terrible,

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so I knew that she needed
support and I gave her support

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and that was what we did.

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She was interested in
me. She listened to me.

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Treated me like I was lovable.

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She didn't have anyone
to recognize her being,

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to support her, to see who
she could be, who she was.

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She was very interested in
what I would do with my life,

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And the assumption was

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that it would be something...worthwhile.

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She just went way, way
beyond the call of duty

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to make me feel like I was worth it.

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And she did that for a
lot of other women, too.

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I was working at McCann Erickson.

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We were given an assignment.

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L'Oréal, they wanted a
campaign for Preference,

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it's a hair color.

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She's in this room full of men

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brainstorming for this ad.

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The men were busy
flirting with the women

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telling us we all look like models

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and we didn't look like
advertising people, you know?

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They're like, "Oh,
this woman is gonna be

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standing by an open window,

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and the wind will be
blowing the curtains."

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And she's thinking, you know,

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this is just making the
woman totally an object.

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I was feeling angry.

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I'm not interested in writing anything

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about looking good for men.

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Fuck 'em.

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Fuck you too.

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Why fuck me?

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Well, you're a man.

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Yeah, but I'm here

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trying to help you tell your story.

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Yeah, that's good, I like that part.

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I was pissed.

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We weren't there to
just dance for the men.

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It is what she said.

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She just thought, "Fuck you."

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And wrote this.

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I just opened my eyes and knew.

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Because I'm worth it.

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The campaign got approved,

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but all the men were always telling you

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that you were doing something wrong

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or they knew how to do it better.

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The agency
insisted on a male voiceover.

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She uses the most expensive

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hair color in the world,

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Preference by L'Oréal.

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You know, it
was just totally different.

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Smooth and silky, but with body.

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It feels good against her neck.

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Actually, she doesn't mind
spending more for L'Oréal.

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Because she's worth it.

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It was wrong.

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This was not for men, but for women

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and for other human beings.

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I
use the most expensive

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00:11:52,799 --> 00:11:54,765
hair color in the world,

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Preference by L'Oréal.

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It's not that I care about the money,

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00:11:58,661 --> 00:12:01,240
it's that I care about my hair.

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00:12:01,240 --> 00:12:04,840
It's not just the color,
I expect great color.

200
00:12:04,840 --> 00:12:07,780
What's worth more to me
is the way my hair feels.

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00:12:07,780 --> 00:12:10,600
Smooth and silky, but with body.

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00:12:10,600 --> 00:12:12,490
It feels good against my neck.

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00:12:12,490 --> 00:12:15,580
Actually, I don't mind
spending more for L'Oréal.

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Because I'm worth it.

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I wrote that.

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It was everywhere.

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00:12:25,090 --> 00:12:26,440
It was a national campaign.

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00:12:29,504 --> 00:12:33,040
Yes, it's expensive, but I'm worth it.

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00:12:33,040 --> 00:12:35,080
What they realized
after they started running it

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was that that was only
the tip of the iceberg.

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00:12:38,080 --> 00:12:40,510
It was supporting women, finally.

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00:12:40,510 --> 00:12:41,710
And I'm worth it.

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00:12:41,710 --> 00:12:42,543
And I'm worth it.

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00:12:42,543 --> 00:12:43,778
I'm worth it.

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00:12:43,778 --> 00:12:45,970
It's a four-word
feminist manifesto

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defying this social pressure

217
00:12:49,330 --> 00:12:51,880
to think about yourself
in relation to men.

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00:12:51,880 --> 00:12:52,713
You're worth it.

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00:12:52,713 --> 00:12:54,381
I'm worth it.

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00:12:55,590 --> 00:12:57,343
It was a very big success.

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At a certain
point, L'Oréal adopted it

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00:13:01,420 --> 00:13:04,388
as the tagline for their entire business.

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00:13:04,388 --> 00:13:05,877
Parce que je le vaux bien.

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00:13:07,810 --> 00:13:10,600
Even today, that's their motto.

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00:13:10,600 --> 00:13:11,433
Because I'm worth it.

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00:13:11,433 --> 00:13:12,310
Because you're worth it.

227
00:13:12,310 --> 00:13:13,143
You're worth it.

228
00:13:13,143 --> 00:13:13,976
We're worth it.

229
00:13:13,976 --> 00:13:15,490
And I'm worth it.

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00:13:15,490 --> 00:13:20,080
She wrote the
most influential tagline

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00:13:20,080 --> 00:13:22,690
in women's beauty advertising.

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00:13:22,690 --> 00:13:23,740
I'm worth it.

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00:13:23,740 --> 00:13:25,450
It's magic, that phrase.

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00:13:25,450 --> 00:13:28,180
Those words just get
better with age, don't they?

235
00:13:28,180 --> 00:13:30,493
I'm worth it.

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00:13:31,420 --> 00:13:32,473
Because you are.

237
00:13:34,180 --> 00:13:35,473
And always will be.

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00:13:39,280 --> 00:13:41,838
She came up with that line

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00:13:41,838 --> 00:13:42,671
because she believed it.

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00:13:45,610 --> 00:13:47,380
She believed it about herself,

241
00:13:47,380 --> 00:13:50,023
and she believed that
women should believe it.

242
00:13:51,670 --> 00:13:52,753
She did that for me.

243
00:13:58,000 --> 00:13:59,920
You know, even after they split up,

244
00:13:59,920 --> 00:14:02,623
she was still a big part of my life.

245
00:14:04,540 --> 00:14:06,890
I've always kind of felt
like I dodged a bullet

246
00:14:08,110 --> 00:14:11,680
that I have watched take down
other members of my family.

247
00:14:11,680 --> 00:14:12,703
She saved me.

248
00:14:14,050 --> 00:14:17,975
And today, I am a professor

249
00:14:17,975 --> 00:14:20,800
of English at Williams College.

250
00:14:21,670 --> 00:14:23,440
I teach Victorian literature

251
00:14:23,440 --> 00:14:28,023
and I also teach women's,
gender and sexuality studies.

252
00:14:30,970 --> 00:14:31,963
She was my mother.

253
00:14:34,420 --> 00:14:36,320
She also taught me how to be a mother.

254
00:14:37,420 --> 00:14:40,360
I had been very uncertain
about motherhood for myself

255
00:14:40,360 --> 00:14:43,663
because my role model for
that was so nightmarish.

256
00:14:44,740 --> 00:14:47,323
But Ilon really taught me, I can do this.

257
00:14:48,190 --> 00:14:49,340
I can be a good mother.

258
00:14:51,130 --> 00:14:53,130
She made me believe that I was worth it.

259
00:14:55,360 --> 00:14:58,633
And I was not either
the first or the last.

260
00:15:20,800 --> 00:15:22,543
I have to go away now.

261
00:15:25,120 --> 00:15:26,353
Go to my room.

262
00:15:28,748 --> 00:15:29,723
It's been lovely.

263
00:15:29,723 --> 00:15:31,014
It's been lovely.

264
00:15:34,712 --> 00:15:35,545
Oh...

265
00:15:47,830 --> 00:15:49,933
I'm not interested in advertising.

266
00:15:53,440 --> 00:15:54,440
I don't give a shit.

267
00:15:59,017 --> 00:16:01,088
It wasn't like it was my whole life.

268
00:16:02,170 --> 00:16:04,243
It was just a portion.

269
00:16:05,500 --> 00:16:08,863
It's about humans; it's
not about advertising.

270
00:16:11,230 --> 00:16:12,973
It's about caring for people

271
00:16:16,640 --> 00:16:17,473
because...

272
00:16:23,410 --> 00:16:26,910
we're all worth it, or no one is worth it.