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January 11, 2016

Derek Zoolander promotes Fiat 500X in advance of Zoolander 2

Lucire staff/3.46



Ben Stiller’s Derek Zoolander alter ego, returning to cinemas on February 12 in Zoolander 2, 15 years after the original, advertises the Fiat 500X crossover in a TV campaign that broke during the Golden Globes’ telecast yesterday.
   While the first spots were 60 seconds, 30-second spots break today on US television. The campaign will also reach digital and social media.
   The campaign has been directed by Jeff Mann, who executive-produces Zoolander 2. Background music is Frankie Goes to Hollywood’s ‘Relax (Don’t Do It)’, and Zoolander adopts his ‘Blue Steel’ pose when he sets off a traffic camera. The campaign was created in partnership with Trailer Park.
   The Fiat 500X is Fiat Chrysler’s latest entry in the 500 family, which was revived in 2007. Built on the larger Fiat Punto platform, the 500X is, for the North American market, an all-wheel-drive crossover that adopts the retromodern looks of the 500 supermini, which in turn paid tribute to the 1957, rear-engined nuova 500. Other markets receive a front-wheel-drive 500X model.
   â€˜Joining forces with Paramount Pictures and Zoolander No. 2 allows us to align the Fiat 500X with a pop culture moment through one of this year’s most anticipated films,’ said Olivier François, chief marketing officer and Fiat’s global brand head.
   â€˜We are thrilled for Derek Zoolander fans around the world to finally see the result of our year-long collaboration with the Fiat team on a campaign so perfectly in sync with his character,’ commented LeeAnne Stables, president of Worldwide Marketing Partnerships at Paramount Pictures. ‘These Fiat spots are a hilarious reminder of the fun that audiences will have when the movie releases next month.’
   Last March, Stiller as Zoolander and Owen Wilson, in his Zoolander role as Hansel, walked the Valentino runway during the autumn–winter 2015–16 collections in Paris.
   Zoolander 2 is directed by Stiller, and sees the return of Wilson. Will Ferrell, PenĂŠlope Cruz, Kristen Wiig, Fred Armisen, Milla Jovovich, Christine Taylor, Justin Theroux and Kyle Mooney also star. The film is written by Theroux, Stiller, Nick Stoller and John Hamburg. Stiller, Stuart Cornfeld, Scott Rudin and Clayton Townsend produce.

January 4, 2016

Karlie Kloss to model Topshop’s spring–summer 2016 campaign

Lucire staff/9.00




Tyrone Lebon

Karlie Kloss, who has endorsed brands as diverse as Lindex and Victoria’s Secret, will helm the Topshop spring–summer 2016 campaign, which launches globally today.
   The campaign sees Karlie model the spring–summer collection in images shot in New York by London-based photographer Tyrone Lebon, styled by Topshop creative director Kate Phelan.
   Phelan noted in a release, ‘It is thrilling to have Karlie back, eight years after her first modelling job and first Topshop campaign alongside Jourdan Dunn. She is the ultimate Topshop girl and modern super—a world-renowned fashion figure, businesswoman, entrepreneur and philanthropist who will resonate with our global customers through her many talents, ambitions and passions.’
   Among the Chicago-born, St Louis-based model’s ventures are Karlie’s Kookies, a range of gluten-free cookies launched with chef Christina Tosi, with some proceeds to underprivileged children and young American fashion designers, and Kode with Karlie, which funds 21 girls from 11 US states to take full-time software engineering courses.
   Kloss has also modelled on 34 Vogue covers and campaigns for Dior and Marc Jacobs.
   On her first Topshop campaign, Kloss recalled, ‘One of my first modelling jobs was my Topshop campaign eight years ago. My grandmother brought me over from St Louis. I was young and shy and super nervous to be on set of Topshop. Luckily I was shooting with Jourdan Dunn and we became overnight best friends. I think she had me in stitches the whole time we were shooting.’














Tyrone Lebon

December 5, 2015

Gigi Hadid, Joan Smalls, Lily Aldridge appear nude in Stuart Weitzman’s spring 2016 campaign

Lucire staff/9.48


Mario Testino

Gigi Hadid, Joan Smalls and Lily Aldridge appear nude in Stuart Weitzman’s spring 2016 advertising campaign, save for their pairs of heels.
   Mario Testino shot the black-and-white campaign, which is meant to reflect ‘the intimate relationship between a woman and her shoes,’ according to the company.
   The nudity ties in to Stuart Weitzman’s Nearly Nude block heel, which is a derivative of his Nudist sandal—although it’s an image that’s also bound to get noticed.
   Hadid, Smalls and Aldridge are friends in real life, and the company says this made them the ideal choice when the campaign was cast.
   The campaign will be seen in the US, Italy, France, the UK, Dubai, Germany, and Spain, and through parts of Asia. Outdoor advertising will run in Los Angeles, New York, Milano, Paris and Hong Kong. Behind-the-scenes video will appear at Stuart Weitzman’s website and on-site at its boutiques.

November 4, 2015

News in brief: Deadly Ponies’ Len Lye tribute collection; Net-a-Porter group launches All for You campaign

Lucire staff/12.04


Deadly Ponies will launch a capsule collection in honour of New Zealand-born artist Len Lye (1901–80) in November. Lye’s experimental films saw him scratch, paint and stencil directly on to film; he was also a gifted and well known sculptor. Working with the Len Lye Foundation and the New Zealand Film Archive, Deadly Ponies has re-created the energy from Lye’s work on to a series of bags, wallets and scarves. The launch commemorates the recent opening in July of the Len Lye Centre in New Plymouth, an initiative between the Foundation and the Govett–Brewster Gallery, which houses much of Lye’s work.
   Net-a-Porter and Mr Porter have launched a joint campaign for the holidays, showing how a package gets from origin to recipient, but with a fanciful twist, where models in chiffon gowns get garments from rails, paper butterflies become pocket squares, and each package gets a spritz of perfume. Released on November 3 and directed by Us, the British creative directors Christopher Barrett and Luke Taylor, the campaign emphasizes the two brands’ personalized service, hashtagged #AllforYou.
   Alison Loehnis, president of the Net-a-Porter Group said, ‘Our first joint campaign, All for You, highlights the year-round mission of our businesses: to deliver exceptional service and style to our customers around the globe, making Net-a-Porter and Mr Porter the ultimate online destinations for luxury gifting this holiday season.’




November 3, 2015

Burberry launches festive campaign with Sir Elton John, Rosie Huntington-Whiteley, Naomi Campbell, Michelle Dockery

Lucire staff/23.48


Dan Medhurst



Dave Benett

Burberry has launched a new promotion for Christmas that pays tribute to Billy Elliot, featuring Sir Elton John, Naomi Campbell, James Corden, Julie Walters (who starred in the original film), Romeo Beckham, Rosie Huntington-Whiteley, Michelle Dockery, James Bay, George Ezra and Toby Huntington-Whiteley.
   â€˜Billy Elliot is an incredible film full of so much joy and energy, so it was a real thrill and a great honour to be able to celebrate its 15-year anniversary through our festive campaign. It was also a huge privilege to work with such amazing and iconic British talent—the cast are quite simply some of the biggest names in film, music and fashion and it was so much fun working with them all to make this special film,’ said Burberry CEO Christopher Bailey. Bailey, as chief creative officer for the firm, also directed the three-minute promotion, which was shot at Park Royal Studios in London.
   The three-minute film, which features original footage from Billy Elliot and ‘Cosmic Dancer’ by T Rex, received its première at Burberry’s flagship store at 121 Regent Street before it was released online at 7 p.m. tonight. Sir Elton, Walters, Campbell, Rosie Huntington-Whiteley, Beckham and Bailey were among the VIPs present. It then launched on Burberry’s own website and various channels such as Instagram, YouTube, Facebook and Weibo till the end of the year.
   Mario Testino shot the related stills for the campaign featuring Campbell, Beckham, Rosie Huntington-Whiteley and James Bay.
   The release coincides with Burberry making its full festive gifts’ range, including its heritage trench coat and cashmere scarf, available both online and in stores. Its Book of Gifts also dĂŠbuts today at its website.
   Burberry will also donate ÂŁ500,000 to be split between two charities, Place2Be and the County Durham Community Foundation, which help the Easington community where Billy Elliot was set.


October 14, 2015

Nivea launches #standfirm campaign for its Q10 Firming Body Lotion: ageing shouldn’t mean invisibility

Lucire staff/13.49

Nivea has released a campaign for the Australian and New Zealand markets, promoting its Q10 Firming Body Lotion.
   Featuring lettering artist Georgia Hill and her mother, Judy, the video discusses how roles change. Mothers help their children find themselves when they are being brought up, and later in life, the video shows how children can return that sense of self-confidence to their mothers.
   Hill said, ‘My mum and I wanted to do this campaign because we both relate to it. I think it’s something you don’t realize until you are older yourself, but I’ve always had my mum there to help build my confidence in a way that is so consistent you almost forget how it shapes you—until you need to do the same for her in return.’
   The touching, matter-of-fact video reinforces a study from Nivea that polled 400 Australian mothers and daughters about ageing. Eighty-seven per cent of women feel ageism is a reality, with over 76 per cent believing it is more prevalent toward women, and over 70 per cent see Hollywood contributing to this culture.
   Sixty-eight per cent of women feel they are being made invisible by society as they age.
   Ninety-four per cent of women believe they should be more mindful of helping other women feel more visible, and 94 per cent, similarly, feel mothers need to be reminded of their worth.
   Nivea’s #standfirm campaign—very likely an intentional play on words—wants to highlight how women can share affirmations. ‘Getting older does not mean we are not getting more fabulous and wiser,’ noted media commentator Bianca Dye in a Nivea release. Nivea invites people to watch the video and to share it with their affirmations.

September 16, 2015

Naomie Harris, as Moneypenny, retrieves Sony’s Xperia Z5 in Spectre promotional tie-in

Lucire staff/2.50



Ever since Moneypenny was reimagined as a former field agent in the shape of Naomie Harris, one might have wondered if she would see action again in the world of James Bond. Thanks to Sony in its new spot for its Xperia cellphone, she has, in a 60-second film that sees her retrieve the Z5 model in London on Bond’s behalf, showing that she’s not fully content sitting behind the desk outside M’s office.
   Sony, whose products are often seen used by MI6 in the James Bond films–Sony’s own connection to MGM and Columbia Pictures, the studios through which the films are released, helps—has released its promotional tie-in to help fuel the buzz for Spectre, the 24th EON Productions James Bond film starring Daniel Craig, to be released on October 26 in the UK.
   Filmed in South Bank, the spot also shows off the Sony RX100 IV camera, which captures super slow-motion footage.
   Daniel Kleinman, who has created many of the James Bond titles as the successor to “gunbarrel” designer Maurice Binder, and whose own association with Bond dates back to 1989 when he designed the music video to the theme to Licence to Kill, directed the film, through Rattling Stick. In a release, Kleinman said, ‘The campaign film truly captures the excitement of the chase, being on a mission and taking the viewer on the journey, all set against an iconic London backdrop.’ Kleinman will design the titles for Spectre.
   Harris noted, ‘London provides the perfect setting for the campaign film. Ultimately, at the centre of Bond is Britishness, so it was really important that the ad was shot here. It is not your traditional commercial; it’s an action-packed mini-movie in itself.’
   Kazuo Hirai, President and CEO, Sony Corporation added, ‘Sony has been a proud partner of the iconic Bond films since Casino Royale [2006]. While both the Xperia Z5 and RX100 IV are action-packed and full of features, they are also real, everyday-life gadgets.’
   The Sony Xperia Z5 will be available globally from October.

August 26, 2015

Rafael Nadal launches new Tommy Hilfiger collections, with Chanel Iman, Lake Bell, Constance Jablonski, Hannah Davis

Lucire staff/10.36



Tennis star Rafael Nadal is the new spokesman for Tommy Hilfiger underwear, as well as a Tailored collection and the TH Bold fragrance. The announcement, with a reveal of the fall 2015 advertising campaign featuring Nadal and shot in his home town of Mallorca, was made at Bryant Park on Tuesday, August 25.
   Joining Nadal and Tommy and Dee Hilfiger were Jane Lynch (Glee), Lake Bell (First Day of Camp), Nat Wolff (Paper Towns), Martha Stewart, Chanel Iman, Constance Jablonski, Sports Illustrated Swimsuit Issue 2015 cover girl Hannah Davis, Noah Mills, Arthur Kulkov, Akin Akman, Mary Alice Stephenson, bloggers Bryanboy, Danielle Bernstein and Sazan Barzani, and Tommy Hilfiger CEO Daniel Greider.
   Some of the celebrities present, including Iman, Jablonski, Davis, Mills, Kulkov and Akman, engaged Nadal in a pop-up tennis tournament at Bryant Park. As each team scored a point in the competition, their opponents had to remove a piece of clothing, eventually revealing the Tommy Hilfiger’s men’s and women’s underwear designs. Lynch and Bell played hosts from the umpires’ seat. Nadal, the 14-time Grand Slam winner, won in three consecutive games.
   Barzani ran a live Periscope feed from the event, while comedian Nate Dern, collaborating with Funny or Die, will reveal a series of videos that take a different perspective of the red carpet Q&As.
   The new underwear designs feature new fits, fabrics and deetails. A new four-way stretch technology and premium fabrics promise comfort and durability, according to the company. The Tailored collection features what it calls ‘sharp silhouettes, modern tailoring and rich textures.’ The TH Bold fragrance for men is described as suiting a wearer who has ‘a competitive nature and effortless self-confidence.’
   â€˜Since I first established my brand 30 years ago, we’ve always brought a unique twist to our designs and our advertising. Today’s event continues our tradition of bold, surprising campaigns and iconic ambassadors that celebrate our brand spirit and resonate with our consumers globally,’ said Hilfiger.
   â€˜I love how this event brings together fashion and sport with Tommy’s signature twist—it was the perfect way to kick-off my partnership with Tommy Hilfiger,’ said Nadal.
   The hashtag for the event is #tommyxnadal.












Will Ragozzino/BFA.com










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