A python-clad Georgia Mae Jagger stars in Just Cavalli’s first-ever U.S.TV campaign, introducing the Italian fashion house’s new women’s fragrance in an edgy, stylish campaign. The campaign, from SelectNY, includes TV, digital and print, and is an attempt to “position the new scent as urban, playful, and provocative,” says Olivier Van Doorne, SelectNY’s worldwide creative director.
“We wanted to have an animalistic theme, and as we looked at the new logo, it just seemed like a snake bite,” he tells Marketing Daily, explaining the tattoo the model wears throughout the three-scene spots (along with snakeskin pants and not much else.) “So we treated the mark, the snakebite, as the thing that drives him, drives her. They are destined to mate. It doesn’t look anything like your typical encounter between a guy and a girl.”
Van Doorne concedes that finding the right face for a fragrance can be tricky: Models need to be instantly recognizable, yet not invoke their work for other brands.
“She fits it perfectly, and steals the show,” he says of the young model, daughter of rock legend Mick Jagger and model Jerry Hall. “She’s the rock star girl, and lends a lot of cred to this brand. She is sort of a snake charmer and a tribe member.” Jagger also appears in ads for a wide variety of products, including Madonna’s Material Girl line, Rimmel cosmetics, Hudson Jeans and H&M.
The ads were shot on location in a decrepit building in New York (since demolished) and directed by Jonas Akerlund. Longer versions -- 1:10 -- are running on the Web, while 30-second spots are airing in the U.S., France, and Italy.
It’s also supported by a print effort, shot by photographer Mario Sorrenti, running in fashion magazines.