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April 14, 2016

Gwyneth Paltrow stars in Tous’s fourth instalment of Tender Stories, promoting its spring–summer jewellery

Lucire staff/4.16



Gwyneth Paltrow stars in the fourth instalment of Tous’s Tender Stories, promoting its spring–summer 2016 jewellery collection.
   The Spanish-headquarted firm alerted non-Spanish media to the new film earlier this week, although it had been uploaded to YouTube the week before.
   The film has been created by SCPF, the Spanish creative agency.
   Paltrow, playing Alice, starts each day and hears a male voice, but he is not seen with her. Is she hearing a spirit? Is it her conscience talking to her?
   Without spoiling the ending, this latest instalment in Tous’s Tender Stories campaign is about how distance can be bridged when a loved one is far away.
   It does leave us with a few questions—watch the video to find out.
   Víctor Carrey of Puente Aéreo Films produced the film, as with earlier entries in the campaign.

Sponsored video: Lynx encourages men to find their magic

Lucire staff/3.30

A Lucire special promotion






Lynx (and Axe, depending on where you’re reading this) had used ‘The Lynx effect’ tagline for years, a marketing strategy that was right for an earlier lad culture. But as Lynx launches a more sophisticated range of grooming products for men, and as the ideas of masculinity shift in society, it’s time to rethink the brand.
   Enter ‘Find your magic,’ Unilever’s new, 2010s take on Lynx. And it’s finally very refreshing—as refreshing as you expect the products themselves to be.
   Research showed that women find men more appealing when they are being themselves, and the new campaign encourages all men to build on the assets they have, rather than conform to some stereotype. Ad agency 72andSunny Amsterdam came up with the new film that you see below, and it has been going global over the last few months.
   With only 15 per cent of men thinking themselves as attractive, the spot’s first scene strikes a chord. It refutes the chiselled, six-pack hunk—an image that has strangely become the norm for one era, but in the 2010s, you’d be questioning: would you really want to look like your day has been spent as Conan the Barbarian? Instead, the spot looks at other attributes that men might have, such as dress sense, intellect, courage, and etiquette.
   As the number-one men’s fragrance brand in the world, the company can’t afford to be negative, and it wants to hold on to that position. As well as giving Lynx a fresh, new positioning for 2016, there are three lines débuting as part of the Lynx Advanced Collection, a premium grooming range.
   Adrenaline energizes your senses, Urban gives you the edge to take on your day in the city, and Signature is a sophisticated line that helps you look and feel sharp.
   Lynx has also released other grooming tips on YouTube, supporting the new lines, and it looks set to retain its position as the top choice for men globally.


Post sponsored by Lynx

Filed under: beauty, culture, Lucire, trend
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, Penélope 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 débuts today at its website.
   Burberry will also donate £500,000 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.

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