Hip-hop artist and actor Common will costar in the U.S. advertising campaign to launch Diesel’s new fragrance, called Only the Brave, which is hitting store shelves this week. L’Oréal is the licensee for the scent.
This story first appeared in the April 2, 2009 issue of WWD. Subscribe Today.
The 37-year-old Grammy winner will appear in print ads this spring and a television campaign over the upcoming holiday season. Photographed by Platon, the print campaign will break in May issues of GQ, Esquire, Vibe and People. The campaign is based on themes of bravery, self-confidence and empowerment.
“Common perfectly represents the spirit and energy of the Only the Brave fragrance: passion, will and conviction,” said Renzo Rosso, founder and president of Diesel.
Also starring in the ads with Common (born Lonnie Rashid Lynn Jr.) are models Sam Way and Daniel Pimentel. The holiday television campaign, lensed by director Paul Gore and cinematographer Darius Konji, features separate commercials for each of the three men, focusing on their challenges and views on life.
Common has won two Grammy Awards for his music and has had featured roles in movies including “American Gangster,” “Wanted” and the upcoming “Terminator Salvation.” He has also appeared in advertising for the Gap brand in 2006.
The Common campaign will run in the U.S. and internationally. Overseas, there will be additional ads and a television commercial starring Tony Ward, the actor and former Madonna paramour.
In conjunction with the campaign, Common will perform a street concert in Paris on May 6, an in-store concert in the Diesel flagship in Los Angeles on May 20, a festival in Spain and a New York date yet to be determined.
“I’ve always thought Diesel was a progressive, fresh brand — it has a classic feel, but pushes the envelope,” said Common. “I wanted to partner with Diesel because that’s what I’m about too. To be an individual and an artist, it takes both bravery and courage.”
L’Oréal is distributing Only the Brave in over 3,000 U.S. points of sale, including Diesel boutiques, Macy’s, Dillard’s, Belk and Sephora.