NINA RICCI SWINGS ON TV

Byline: Sarah Raper

PARIS--Parfums Nina Ricci is using TV for the first time to launch a fragrance.
The new scent, Deci Delà, will swing--literally--onto French screens next week as part of Ricci's $3 million (15 million francs) media budget for the launch.
Inspired by those click-clack balls that junior high schools have long banned, the 35-second ad shows French actress Anne Brochet perched on a silver ball watching as potential Romeos swing into the picture, crash with her and send her into orbit.
The effect is dizzying for the viewer and drives home the name of the fragrance which translates as "To and Fro."
English director Patricia Murphy shot the clip in black-and-white, and it was then colored to recall the whimsical shades of the packaging. The campaign runs in France Oct. 26 through Nov. 1 and will air again during Christmas selling, Dec. 8 through Dec. 22.
Ricci has used TV for L'Air du Temps and its men's scent Ricci Club, but has never invested heavily in TV. The fragrance went on sale Oct. 17 internationally, except for the U.S., where it will be launched in the first half of 1995.

To Read the Full Article
SUBSCRIBE NOW

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus