This week Samsung parodied the (so easy to ridicule) fragrance advertising formula (as epitomised by Brad Pitt and Chanel) and Sid Lee Paris launched a new era for the genre (let’s hope) – fragrance advertising that’s witty, intelligible, intelligent and actually appealing.
The agency is helping Playboy to launch its two new fragrances, Make the Cover for Him and for Her. The fragrances capitalise on the magazine’s legendary history while building a connection with the younger generation. The global campaign appeals with a “you be you” message that says anyone can “make the cover”- it just takes confidence and self-esteem.
The campaign’s 60-second film was directed by British director and photographer, Nadia Lee Cohen, who has worked on music video clips for A$AP Rocky and Kali Uchis, and also shot the images for the print executions. Cohen’s signature style is apparent, giving the campaign a retro feel, and the spot’s diverse cast illustrates the inhibition, seduction, rebellion, and exploration that drive self-expression and underline Playboy’s personality. The cast includes non-actors and personalities from a wide range of industries – Shazam, Erik Bragg, Sara Cummings and Victoria Jancke among them.
Credits:
Agency: Sid Lee Paris
President: Johan Delpuech
Chief Creative Officer, Europe: Sylvain Thirache
Creative Director: Stephane Soussan
Art Director: Ludovic Gontrand
Copywriter: Aurore Cremmydas
Strategy Managing Director: Bruno Lee
Strategist: Amboise Soule
Group Account Director: Jessica Ferris
Account Manager: Trisha Mitra
Head of Production: Thomas Laget
Producer: Marine Redon
Operations Director: Antoine Ferrari
Production Company: Solab
Director & Photographer: Nadia Lee Cohen
Producer: Nicolas Tiry
Line Producer: Amine Ketem
Local production service: Dmb represents
DOP: Arnau Valls Colomer
Stylist: Chloe and Chenelle
Production Design: Brittany Porter
Hairdresser: Sami Knight
Behind the scenes: Frank Pfeifer
Post Production: Mathematics
Post Producers: Julie Lagadec & Raimbaut Gaffier
Editor: Adriana Legay
Colourist: Mathieu Caplanne
Client: Designer Parfums (Playboy Fragrances Licensee)
Joint Managing Director, Designer Parfums: Arkesh Shah
Global Head Marketing Communications (formerly): Pascale Fontaine
