Risque lingerie chain returns to advertising with Barrett Cernis

Agent Provocateur, the London chain of stores specialising in exotic lingerie, is returning to advertising after three years with a promise not to repeat the soft-porn tactics of previous campaigns.

Agent Provocateur, the London chain of stores specialising in

exotic lingerie, is returning to advertising after three years with a

promise not to repeat the soft-porn tactics of previous campaigns.



Barrett Cernis Delves & Partners has been assigned to revive the dormant

account. But the agency promises its new work will be nothing like a

1995 ad showing a man so stimulated by what is on display in the shop

window that his erection smashes the glass.



Ray Barrett and Andy Imrie, the agency’s creative partners, are

currently working on a new cinema film which will debut early next

year.



But Justin Cernis, BCD&P’s managing partner, said: ’We’re not out to

make ads that risk being banned. The earlier commercial was dead right

for its time but Agent Provocateur has grown and moved on. It’s a brand

with great cachet and presents us with a wonderful creative

opportunity.’



The agency, appointed without a pitch, has also been advising the

company on how the brand can be moved into other areas and markets.

Budgets and a media appointment are still under discussion.



Set up in December 1994 by Joe Corre, the son of Vivienne Westwood, and

his business partner, Serena Rees, Agent Provocateur’s two West End

stores initially sold English, French and Italian lingerie labels as

well as original 50s underwear. Now its own-label products account for

80 per cent of sales. It also has an extensive mail order business.



Rees cited the agency’s creativity and its refusal to be ’constrained by

normal commercial considerations’ as the reason for the appointment.



Cernis added: ’Agent Pro-vocateur isn’t just for the weird and

wacky.



Its lingerie is beautifully designed and very feminine and we will build

awareness of its range.’



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