A prison riot provoked by a sexily dressed woman to spring her
lover is the theme of a commercial marking a return to advertising by
the risque lingerie chain, Agent Provocateur.
During the mayhem that ensues as the woman starts stripping off in front
of her prisoner boyfriend, the pair manage to swap clothes. The
60-second drama ends with the laughing man making a tottering escape
wearing a pair of high-heeled shoes and the endline: ’When you want to
have it away.’
The commercial, the first to be produced for the chain by Barrett Cernis
Delves & Partners, is in line with its bid to emphasise the design,
quality and femininity of its products. It will run on MTV and in
selected cinemas from the end of this month.
The ad contrasts with the previous Agent Provocateur commercial in 1995
showing a man so stimulated by a shop window display that his erection
smashes the glass.
It also marks the advertising debut of Gina Bellman, who featured in the
Dennis Potter TV drama, Blackeyes.
Ray Barrett, the agency’s creative partner who art directed the
commercial, said: ’We deliberately went for an actress rather than a
model because we wanted to talk about sex, but not in the most obvious
way.’ The ad was written by Andy Imrie.
The commercial’s directors, Barry Skolnick and John Gwyther, of RSA
Films, spent two days filming on a prison set created beneath Camden’s
Roundhouse, along with almost the entire cast of the So Damn Tough
agency, which specialises in brutish-looking actors.