For their latest foray into scents, Gucci has tapped creative director David Lynch and multi-faceted actor James Franco for the video campaign.
Developed by creative director Frida Giannini, Gucci by Gucci is her
second scented effort for the fashion house. Gucci by Gucci Pour Homme
is hailed as a modern chypre with notes that include bergamot,
cypress, violet, tobacco, jasmine, patchouli, amber and elemi. Gucci by
Gucci was a success because it was strong enough for a man, but
delicate enough for a woman. About the new scent, Giannini says she was
intrigued by using elemi because together with the tobacco it turns up
the intensity of the perfume.
The Gucci by Gucci ad campaign is directed by David Lynch and focuses
on handsome actor, James Franco. Under Lynch's direction, Franco
portrays a wealthy young man. Set in a modern apartment with warm
tones, Franco is at once conflicted as he stalks around, yet determined
as he gazes into the camera.
Saying the words to the famous song by Bryan Ferry Slave to Love,
Franco revisits his role as the troubled James Dean, with a hint of his
role as Spiderman's wealthy Harry Osborn, before he turns bad. The song
then takes over as Franco strides around the round apartment walls,
before settling in on the couch.
A behind the scenes look at the filming of the commercial reveals all
the top players taking the shoot seriously, but having a good time.
Franco breaks free of his serious focus and smiles at the camera,
making the crew smile along with him.
Sold in an elegant gray bottle with a cap as steely as
Franco's gaze in the ad, Gucci by Gucci is clearly a well-blended scent
for an elegant man.