Linda Evangelista, the multi-million-dollar new face of Yardley, makes
her first appearance for the brand at the end of the month in an epic TV
campaign to launch the Baroque fragrance.
Gotham, Yardley’s worldwide creative agency, chose Evangelista - one of
the original supermodels - to help shake off its ‘granny’ image. She
replaces Helena Bonham-Carter, whose reign as the queen of the British
fragrance and cosmetics house was cut short when she admitted publicly
that she never wore make-up.
Eliza Parker, the agency’s creative director, explained: ‘The relaunch
of Yardley needed someone world-class and modern who wasn’t blonde. We
have taken the traditional element of Yardley and given it a
The commercial, which breaks on 26 September, has a lush, mysterious
feel that illustrates the endline: ‘The decadent new fragrance.’
Evangelista is shown in period costume, putting the finishing touches to
her make-up, before strolling through a baroque mansion. A haunting
soundtrack and unusual camera angles signal a break from the traditional
image of Yardley.
The ad will run nationally in the UK until Christmas backed by a pounds
1.5 million spend. It will roll out across Australia and then the rest
of the world in the autumn.
Gotham believes that Evangelista will appeal to Yardley’s base of older
customers, while being sexy and modern enough to engage younger women in
Ali Large, Gotham’s managing partner, said: ‘Linda Evangelista’s name
and face have instant impact and international appeal. Additionally,
when using a supermodel, you automatically get the benefits of working
with the best photographers and make-up artists.’
The ad, which was directed by Martha Fiennes through Academy
Commercials, was written by Eliza Parker and art directed by Bev
Fortnum. Media buying on the account is by 20/20 Media.