The spot consists of several short and fast cut scenes showing people doing their thing. All along, they’re singing to the theme song “I am what I am”. In many of the scenes, people are breaking the rules and swimming against the current – literally as well as symbolically – to underline the fact that they all have their own mind.

Different women and men are shown – from young to old, from immaculately beautiful to peculiar looking, from elegant to casual, from groomed to natural – in situations that may seem insignificant but highlight the inner beauty and indivuality of these people. This isn’t the average commercial with models, these are real people living a real life. They aren’t perfect, they simply are who they are. Accordingly, the theme song is “I am what I am” to underline their uniqueness, their confidence and their individual charm.