Coco de Mer launches X-rated ad with Rankin and TBWA
19 May 2015
Rankin: “When you create something for a brand, something commercial, you’re always trying to sell something. I’ve been doing it for 20-odd years and it’s about being honest about the thing that you are selling.
“I think dishonesty in advertising, that 1970s mentality, is gone because audiences are so clever now. I don’t even call them consumers anymore I call them audiences.
“Doing something like this is about creating an experience. We’re putting it on a different level. Putting it on a level with enjoying a film. People call it content marketing but it’s just about making something people want to watch.”
Campbell: “The erotic doesn’t get the same overt attention as everything else on the cultural menu, so we created a film to surprise, excite and most importantly, encourage people to delve that little bit deeper into their fantasies – to reignite that connection.
“I feel the reason we worked so well with Coco de Mer is that not only did we understand their love of craft and innovation, but also their ambition to extend their expertise even further. It’s this sense of evolution that made us really gel, making us the perfect partner to make that journey with them.”
Cost: £-- By Invitation