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RAY’S WAY: John Ray will this week unveil his first ad campaign for Dunhill, which has been shot by Annie Leibovitz and art directed by Ronnie Cooke Newhouse of House+Holme. The five images for the fall season feature models Tara Ferry, Andrew Cooper and Norbert Michalke, each of whom is meant to represent different characteristics of the Dunhill man. “The quintessentially British gentleman carries his life experiences with him — sophisticated and self-assured,” said Ray, the brand’s creative director. “To be both functional and luxurious at the same time is an aesthetic that I believe resonates with men on an international level.”
The images are accompanied by a series of quips such as: “Trousers are actually made in three lengths: too short, too long and just right,” and “Perhaps the English have an unfair advantage.” Dunhill, which is officially branded as dunhill with a small “d,” also plans to release a one-minute film on YouTube to accompany the campaign. The ads will break in the August and September issues of titles worldwide, including British GQ.
This story first appeared in the July 2, 2014 issue of WWD. Subscribe Today.