Jean-Paul Goude, one of advertising’s most controversial creatives,
delivered a provocative Designers’ and Art Directors’ Association
President’s lecture this week.
Goude’s lecture was attended by more than 600 people.
During the 80s, Goude discovered, and managed, the model-turned-singer,
Grace Jones. He also spent ten years as the art director of Esquire.
The photographer and director admitted he was becoming a ‘fixture’ in
adland: ‘When I worked with Grace, people would call me and say ‘we want
you to shoot a commercial, do whatever you want’. Now, if I’m not
careful, I’ll end up just dealing with other people’s ideas.’
Recalling his award-winning spots for Chanel fragrances, including Coco
and Egoiste, Goude said: ‘I’d call my Egoiste ad more sponsorship than
advertising. But in 1990 Chanel could afford to do that. I’ve got away
with murder - not anymore.’
Goude, the son of an American dancer and a French engineer, said:
‘Advertising is an American invention which the British understood then
sold back to the Americans. In France, we do things more visually - I
have to justify my images and, afterwards, construct a story around
them. Here you do both.’
Goude’s lecture was the first of two D&AD President’s lectures this
week. The second, by Paul Weiland, addressed the theme: ‘Are we as good
as we were?’