A social media promoted campaign with a new video presentation of the best-selling and (by now classic) fragrances in the Italian brand's portfolio is launched to capture the attention of a new demographic. Naturally, this is will be spread via print later on as well. The aesthetic ~which incidentally captures my own vacation holiday spirit perfectly!~ compliments the autumn-winter 2012 collection campaign look (starring former D&G fragrance face Monica Bellucci, seen here) which capitalizes on Italian (and specifically Sicilian) heritage.
This new black-and-white video stars French model, actress and the Dolce & Gabbana Pour Femme current ambassador Laetitia Casta as she recalls time spent with a lover and debates whether or not to leave everything behind for him. Her love interest is played by American model and actor Noah Mills while the song is “Città Vuota” by Mina. The commercial was shot on location in Sicily, Italy, at the baroque village of Erice and the beach of La Riserva Naturale dello Zingaro by Mario Testino.
According to reportage at Luxury Daily: “Dolce & Gabbana is trying to make the fragrance sexy, provocative and exotic – emphasis on the sexy – to a younger demographic that relies on social media for information about new products, and aspires to the carefree, glamorous and uninhibited life of the characters featured in the video,” said John Casey, founder of Freshfluff, New York [non affiliated with the brand].
And just for the heck of it, for memory's sake, I'm reminding you of the IMHO magnificent Giuseppe Tornatore directed classic commercials (reminiscent of his work at Malena) for the now ~bafflingly~ discontinued aldehydic floral Sicily fragrance by Dolce & Gabbana and the steadier selling duo of Pour Femme and Pour Homme, starring the voluptuous Monica Bellucci circa 1994 (and the chiseled Chistian Monzon for Sicily).