The ad for the cosmetics brand "I am" shows different kinds of people, all beautiful in their own special way. The individuals present themselves in the ad just how they are: if it’s a transsexual, a little boy or a person in a wheelchair – they all identify themselves through the song "I am what I am" by Gloria Gaynor. It refers to their individual beauty as well as their uniqueness and of course to the name of the cosmetics brand "I am" itself.