YSL’S PARIS LOVE AFFAIR
Byline: Janet Ozzard
PARIS — It may be a cliche, but it’s a good cliche.
The centerpiece of Yves Saint Laurent’s new ad campaign here is the Eiffel Tower, surmounted, of course, by a beautiful woman in an elegant YSL gown.
The campaign was created by art director Jean-Paul Goude and Jerome Faillant-Dumas, Saint Laurent’s artistic director.
There are two film spots: a 30-second spot that will start on French TV Dec. 12 and a 42-second spot that will be shown in cinemas later this year. A print campaign with the tag line, “Paris, je t’aime,” (Paris, I love you) will launch in French publications the first week of November.
Goude’s resume includes commercials for Chanel (the infamous Egoiste spot, among others), Cacharel, Kodak and Perrier. For this effort, he said, he “tangled with the idea of representing Paris…So I decided to take the most-used cliche and turn it to my advantage.”
The director even styled French cliches into the launch party for the campaign, which was held Monday night at the Musee de l’Homme overlooking the Eiffel Tower. There were pink roses and champagne, and Goude managed to find four attractive female accordion players to station in the center of the room.
During the film spots, the lovely young woman — in reality, a 19-year-old Brazilian model — races around the top of the Eiffel Tower until a man hanging from a passing helicopter kisses her. While Goude said he was very pleased with the look of the campaign, there was still one element that didn’t feel right.
“My one regret is the kiss at the end,” he said. “It’s not very convincing.”