Catherine Zeta-Jones appears in first Arden TV spot

LONDON - Catherine Zeta-Jones will demonstrate the power of perfume in her first television work for cosmetics brand Elizabeth Arden since she signed as spokesperson last year.

The TV spot supports the fragrance ardenbeauty and was created by the US agency Goodby, Silverstein & Partners in San Francisco.

In the ad, the Academy Award-winning actress walks along a street after a shopping spree, while her packages float along behind her. She then reaches her car and the driver-side door opens automatically, while the packages settle themselves on the passenger seat -- again without any assistance.

In another scene, Zeta-Jones steps out into the night and it begins to rain, but an umbrella mysteriously appears and hovers above her as she walks along. She passes another woman who also has a floating umbrella, and they acknowledge each other by nodding.

The ad was directed by Mark Romanek, who has also worked on campaigns for Calvin Klein, Nike as well as directing Madonna's 'Bedtime Stories' video.

The ads will be shown in 10-, 20- and 30-second version in the three weeks running up to Christmas starting December 2. Media buying is through Initiative Media, and the campaign will appear on ITV, Channel 4, Five and satellite channels, reaching 68% of ABC1 women aged 25 to 44.

Susan Taylor, managing director of Elizabeth Arden, said: "We have had fantastic feedback on the impact that Catherine has had since she became our spokesperson last year. This will be the first time that she appears in a TV commercial for Elizabeth Arden, and she looks absolutely stunning. The commercial will also have a great halo impact on our whole brand at a key gift-buying period."

Zeta-Jones signed as the face of Elizabeth Arden in February 2002. She recently appeared in an ad for T-Mobile starring Tom Jones.

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