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August 28, 2014

Sponsored video: how to make it with a cowboy, with Sauza

Lucire staff/23.48

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A Lucire special promotion

Plenty of brands tap in to the spirit of the US cowboy, most notably the Marlboro Man. The imagery is enviable: the romantic notion of freedom, the wide open spaces, and a carefree nature that is a welcome break from the stresses of urban life.
   You don’t necessarily expect a Mexican tequila brand like Sauza to tap into the same spirit, since its heritage is found in the dons of MĂ©xico. Don Cenobio Sauza made tequila—he was the first to give it the name—at la Perservancia in 1873. However, the US connection does date from the 19th century when Don Cenobio exported the drink north of the border. For three generations, the dons were still making Sauza.
   While Sauza did not originate in the United States, the brand certainly has a long connection with the country. Now owned by Suntory of Japan, which has usually preserved the national origins of each brand, Sauza has expanded from its tequila roots to a new line of sparkling margaritas.
   Its latest spot is introduced by an American cowboy, targeting women who want the feeling of the great outdoors in a drink. He pledges to bring the Sauza sparkling margaritas—a drink whose fizz conveys the calming, refreshing sense of a countryside river.
   It’s a subtle sell with a rugged, Caucasian American male—and being a southern gentleman with a ten-gallon hat is a step up from another soda brand whose delivery man takes off his shirt in front of an office block.
   The website, meanwhile, has the cowboy making margaritas, but with a twist, as well as crafts, all involving Sauza’s latest addition. You will need to sign in to YouTube to watch them, but they take you right to the heart of the campaign for that perfect, sophisticated ladies’ night.


Post sponsored by Sauza

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Filed under: living, TV
August 6, 2014

Advertorial and editorial: at Lucire, you can always tell the difference

Jack Yan/4.40

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John Oliver is absolutely right in a recent piece on Last Week Tonight: websites have to pay the bills, and it can get very tricky when the pay isn’t great. We’ve seen other titles run advertorials and mark them very, very subtly, something which we don’t do ourselves. We make it obvious.
   Throughout our history, advertorial has been marked ‘A Lucire special promotion,’ in print and online. There have been rare exceptions in print, but the last time that happened was five years ago. In fact, in some cases on this website, we’ll even make it very clear in the headline (‘Sponsored video’), in the first line (‘A Lucire special promotion’) and in the footer (‘Post sponsored by 
’). So there is no doubt when a story is being paid for. Instead of burying when advertorial is running, we’ve progressively made it more obvious over the years.
   Interestingly, our advertorial for L’OrĂ©al Paris last week was popular with readers, and our Chocolate Heaven story was viewed a lot on social media, even more than some recent regular articles, so we know some readers enjoy the odd piece. In some cases, we don’t even share our advertorials on social media unless the client specifically asks us to.
   We believe that our readers are smart—however, we don’t believe we gain loyalty by fooling you. If you don’t want to read an advertorial, you have the option not to click on it when you see it linked—because it’s clear when it is paid for.
   We aim to be careful with readers with these ads—you’ll never be confused when there’s advertorial, and in 17 years it’s always been very clear online, to the point where it is now our policy on- and offline.—Jack Yan, Publisher

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Filed under: Lucire, publishing, TV
July 4, 2014

Clémence Poésy launches Chloé Love Story at Paris rooftop party

Lucire staff/11.56

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Top Clare Waight Keller, Mélanie Laurent and Clémence Poésy. Above Clémence Poésy.

Coty Prestige has launched its latest fragrance, ChloĂ© Love Story, at a rooftop cocktail party on Wednesday at the l’Institut du Monde Arabe, Paris, with actress ClĂ©mence PoĂ©sy the centre of attention as the fragrance’s muse.
   PoĂ©sy was joined by guests including Rachida Brakni, Maria JosĂ©e Croze, GĂ©raldine Pailhas, MĂ©lanie Thierry, Karin Viard, Anne Marivin, Hafsia Herzi, JosĂ©phine Japy, Jeanne Damas, Jennifer Neyt, and Catherine Baba.
   Jean Mortier, president of Coty Prestige, and Geoffroy de la Bourdonnaye, CEO of ChloĂ©, hosted the function, alongside ChloĂ© creative director Clare Waight Keller, and MĂ©lanie Laurent, who directed the TV spot revealed last night.
   The spot features the song ‘Mi Amor’, performed by Vanessa Paradis.
   Christine and the Queens provided live music at the venue, which was decorated with a metallic structure, inspired by the fragrance’s packaging in the shape of a lock-shaped flaçon. DJ Nouvelle Vague followed.
   The lock motif has been inspired by the Pont des Arts in Paris, which is decorated with padlocks.
   The event tapped into old-fashioned motifs of Paris, with CitroĂ«n 2CVs and a boat on the Seine serving as guest transport.
   The fragrance was developed by Anne Flipo, who had previously worked on Giorgio Armani Acqua di Gioia, Alexander McQueen MyQueen, Donna Karan Woman, and L’Homme Yves Saint Laurent. It is her first scent for Coty.
   ChloĂ© Love Story features orange blossom, neroli and jasmine stephanotis. It follows the signature ChloĂ© fragrance, which is also fronted by PoĂ©sy in its marketing.
   The eau de parfum will retail from September.












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June 13, 2014

Mini re-creates Goodbye Pork Pie chase scene to launch fourth-generation model

Lucire staff/4.53

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When BMW launched its Mini at the turn of the century, it resisted doing the obvious thing in its marketing: reenacting The Italian Job. Over the years, various retro Mini marketing ideas have, nevertheless, surfaced, such as ‘Minis have feelings, too,’ re-created one Christmas, and for the New Zealand market, BMW is digging in to the Kiwi cultural archives for the fourth-generation version of the car: Goodbye Pork Pie.
   The Geoff Murphy-helmed film, released in 1981, is legendary in New Zealand, and Mini fans around the world know it, too. The chase–road trip film sees a yellow Mini 1000 head from north to south, and BMW has decided to re-create one of the scenes for a new promo dĂ©buting on June 17, starring the latest version of the car.
   New Zealanders who wanted to get a role in the film went to a dedicated Mini website to win a place in the passenger seat, with Wellingtonian Vincent Blake Chilton, 23, getting the prize. Matt Murphy, son of Geoff, directed the new scene, and chose Chilton out of 2,000 entries. Stunt driver Mike Eady put the new Mini Cooper S through its paces around Lake Hawea, with stunt coordinator Harry Dakanalis in pursuit.
   Below is a behind-the-scenes video from the shoot.
   The new Mini, unveiled last November in Oxford and at a star-studded London launch a few days later, starts at NZ$36,200.
   In addition to Goodbye Pork Pie, New Zealand has another cinematic Mini connection: it was where The Italian Job remake, Players, was filmed.



Below A still featuring the original Mini 1000 from the original Goodbye Pork Pie.

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February 8, 2014

Sponsored video: behind the scenes of the Sports Illustrated Swimsuit–Air New Zealand safety video

Lucire staff/14.08

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A Lucire special promotion


Air New Zealand, a member of the Star Alliance network, has already received a bit of press for its latest safety video, starring four current Sports Illustrated Swimsuit Issue models, and veteran Christie Brinkley, who was put on the map thanks to the annual, iconic magazine special. But what happened behind the scenes of Safety in Paradise?
   For years, the airline has come up with some memorable safety videos, including one with air crew wearing nothing but body paint, another with fitness supremo Richard Simmons, a much talked-about Hobbit-themed video with Sir Peter Jackson and J. R. R. Tolkien’s descendants, and a puzzling animated one that made less thematic sense with Ed ‘Al Bundy’ O’Neill and actress and Lucire feature alumna Melanie Lynskey.
   The shoot for the latest safety video took place in the Cook Islands, a New Zealand territory and an idyllic, beautiful holiday location covered by Air New Zealand on its Auckland–Rarotonga and LAX–Rarotonga routes. Models Chrissy Teigen, Ariel Meredith, Hannah Davis and Jessica Gomes star in it, featuring on location, while the script called for a Brinkley’s involvement from a luxury home in Hollywood, California.
   All models are from the US with the exception of Gomes, who hails from Australia. She is the only Aussie to appear in four consecutive Sports Illustrated Swimsuit Issues, and famously appeared in body paint, by New Zealander (and another Lucire feature subject) Joanne Gair, in 2010.
   Former Miss South Pacific Joyana Meyer also appears in the video.
   The video will be officially released on February 12, coinciding with the global celebrations for the 50th anniversary of the Sports Illustrated Swimsuit Issue. It will be rolled out across the Air New Zealand fleet at the end of the month.
   The airline worked with the magazine, which reaches 70 million people.
   Air New Zealand has had a shot in the arm lately thanks to a new CEO, Christopher Luxon, whose former experience lay in branding for a multinational.
   Jodi Williams, Air New Zealand’s head of global brand development said, ‘Sports Illustrated Swimsuit has a massive worldwide television, online and print campaign to celebrate the 50th anniversary and we’re incredibly excited to feature in that activity. The magazine alone has more than 61 million readers annually and the safety video shoot with Air New Zealand will feature in the special anniversary edition. This is money can’t buy global attention focused on a key destination and our airline.’
   At Lucire, the announcement of the cover girl in February is usually a high spot for web traffic, adding to the views from the autumn–winter fashion circuit.
   And it’s not just Air New Zealand that’s happy with the result. MJ Day, the editor of the Swimsuit Issue, called Safety in Paradise ‘a raucous safety video in the true spirit of SI Swimsuit and our Kiwi friends.’


Article sponsored by Air New Zealand




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January 13, 2014

Scarlett Johansson announced as celebrity ambassador for Sodastream

Lucire staff/5.52

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A lot of products have celebrity endorsers these days, but we never expected to see Scarlett Johansson flog Sodastream. But it is official, with the Golden Globe nominee and Tony Award winner announced Saturday as the face of Sodastream, with the first TVC featuring the actress going out during the Super Bowl in the US on February 2.
   The official release says Johansson is already a long-time Sodastream user. CEO Daniel Birnbaum adds that she is ‘a role model for healthy body image and a champion for environmental responsibility, making her the perfect choice for our global ambassador. She truly embodies our brand values and we are honoured to have her join our team.’
   The company is pushing a healthy, independent and environmentally friendly image with its latest marketing, stressing that its soda mixes generally contain two-thirds less sugar and calories than other carbonated beverages. By having a reusable bottle, it reduces the waste from other beverages’ plastic bottles and cans.
   Sodastream says it is ‘confident that in her role as global ambassador, Johansson will help consumers embrace home soda making as the future of the beverage industry.’
   The televised Super Bowl match reaches some 100 million viewers.
   Johansson is no stranger to celebrity endorsements: she signed up with Dolce & Gabbana in 2009, and appeared in a Martin Scorsese-directed film for Dolce & Gabbana, alongside Matthew McConaughey last year. She has also fronted for Calvin Klein, Mango, L’OrĂ©al, and Louis Vuitton.

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December 17, 2013

Kate Moss returns to front Stuart Weitzman’s spring 2014 campaign

Lucire staff/22.06

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Supermodel Kate Moss has continued her connection to Stuart Weitzman, this time modelling for its spring 2014 advertising campaign with images by Mario Testino.
   The chief image is simple, shot in black and white and with Moss donning Stuart Weitzman’s latest minimalist heel, called ‘The Nudist’. Her make-up has a nude look, and her one-piece swimsuit is also basic, in a single, dark shade. The Nudist design, features an 11 cm heel, in either black or Pan goose-bump nappa, with a leather footbed and sole. The company calls the sandal design ‘as close to bare as a fashionable foot can get.’
   Moss dĂ©buted as the face of Stuart Weitzman for its spring 2013 campaign, chosen for her recognition as ‘a global style icon’.
   The campaign will roll out in the US, Italy, France, England, Canada, Dubai, Germany, Spain and across Asia. Outdoor advertising will appear in Los Angeles, New York, Miami, Milano, Paris and Hong Kong. Its website will feature video and additional creative.
   Moss has appeared in campaigns this year for St Tropez and Rimmel, among others, and continues to attract international brands. She was honoured last month at the British Fashion Awards for her 25-year career.

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December 5, 2013

Sponsored video: E is for escape

Lucire staff/12.38

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A Lucire special promotion



Mercedes-Benz is already well known to those of us in fashion circles: its sponsorship of fashion weeks around the world has helped bring models such as the CLS and the E-Klasse coupé to audiences. But what to do about some of its more mainstream models?
   Most people know of the C-, E- and S-Klasse models, and the A-Klasse was voted 2012’s most beautiful car, but it’s sometimes harder capturing the imagination of the public with the more practical Mercedes-Benzes.
   The range that is overlooked the most is the E-Klasse. This is the standard Mercedes, one that can trace its lineage back decades, including the tough-as-boots W114 and W115 models, which often served as taxis around the world. It gets squeezed between the C, which is often the car that introduces people to the Mercedes-Benz brand, and the S, which is the choice of VIPs and, so often, the car that sets the technological standard that others follow.
   So rather than opt for a product placement as Mercedes-Benz did in the 1970s when it put it estate model on Hart to Hart, the E-Klasse T-Modell features in a lifestyle promo film which shows a group of four friends, who have known each other since they were 12 years old, taking a drive from Manhattan to Montauk.
   The film is set to ‘Garden Greys’ by Wildcat! Wildcat! (the exclamation marks are part of the name), and captures authentically what a road trip is like. It is directed by Aaron Platt, a pro surfer and filmmaker. The E-Klasse estate is incidental but the film gives it a more fun image, something that Mercedes-Benz must desire.
   The company has chosen an Avantgarde model, with the large three-pointed star in the grille, one which is meant to be more sporting than the Classic or Elegance. This isn’t a road trip for Mum and Dad and the kids: even the car chosen aims to be more hip.
   Mercedes-Benz also has its Mb! magazine, which covers lifestyle, creativity, fashion, events, travel, sport, art and music, which the film also promotes.


Video sponsored by Mercedes-Benz

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Filed under: film, New York, travel, TV
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