Guess, the American clothing company, is returning to television after a
nine-year break with an ambitious, Hollywood-style campaign starring
Juliette Lewis, Harry Dean Stanton, the reformed porn star, Traci Lords,
and the thirtysomething actor, Peter Horton.
The campaign, said to feature the biggest collection of movie stars
assembled for an ad, is a story of love and deception that unfolds
across five 15-second teasers and a 90-second commercial. It is the
first time any of the stars have appeared in a commercial.
‘Cheat’ tells the tale of a lovesick heiress, played by Lords, who hires
a sleazy Los Angeles detective, Stanton, to find out if her fiance,
Horton, is likely to remain faithful. Stanton hires a beautiful girl,
played by Lewis, to test his resolve.
Shot in moody black-and- white film, the spot has a 40s feel to it, with
a haunting backing track by the local LA band, the Blue Hawaiians. All
the stars, except for the low-life character played by Stanton, are
clothed from head to toe in Guess clothes.
The concept is the brainchild of Laura Gregory, a producer at Great
Guns, the UK film production company, and Guess’s president and creative
strategist, Paul Marciano, working in conjunction with the UK freelance
creatives, Rob Jack and Paul Shearer.
Guess, which is based in the US and has its own in-house agency, Paul
Marciano Advertising, hired Great Guns to make the films, which were
shot by the director, Andy Morahan, as well as buy the media. Guess also
employed a private investigator, Joe Bradley, as a consultant.
The ads first broke in the UK during the film premiere of Heat, and are
scheduled to run in several more film debuts, as well as on MTV. ‘Cheat’
is expected to air on UK terrestrial TV later this year.
Gregory commented: ‘Guess wanted to go back on TV with an event. It’s
been nine years since its last commercial, and it wanted to make a big