Saatchi and Saatchi has created a funky cinema commercial for the Soho-
based bespoke tailor, Mark Powell, which stars the man himself as a cold
Powell, who regularly dresses celebrities such as Naomi Campbell and
Emily Lloyd, is aiming to spread his reputation to a wider audience.
The 30-second film features the Elite model, Monica Czyzewska, strutting
through Soho dressed in vivid lime-green, all too aware of the attention
she is attracting. She spurns the attentions of the men who gawp at her,
curling her lip nastily as she passes. Her attention is finally grabbed
by a man who seems to be more interested in his own appearance than in
her. That man is Powell.
The model can’t take her eyes off the tailor - and his suit - and fails
to look where she is going, crashing into a lampost and landing in a
heap on the pavement. The ad ends with Powell walking off, completely
unaware of the havoc he has caused.
The commercial breaks next week in London’s independent cinemas,
particularly those in Soho. It will also run on Live TV and Channel One.
The ad was written by the Saatchis copywriter, Jo Tanner, art directed
by Viv Walsh and directed by Keith Rogerson through BFCS.
Entitled ‘funky acid’, it will also get exposure on the BBC in a
documentary to be shown in September.
Crispin Jameson, a Saatchis account director, said: ‘This was a great ad
to put together. Mark gave us an open brief, with virtually no
constraints, and the ad has been backed by a very imaginative track.’