Young men who like to chop and change their aftershaves are the
target of pan-European TV advertising to launch a new fine fragrance
being marketed under the Hugo Boss name.
The Grey agency in London has produced the campaign for the Procter &
Gamble-owned Hugo Dark Blue.
The spicy, woody fragrance is aimed at young and sophisticated male
consumers who may already have three or four fragrances on the go. P&G
claims it will challenge rivals rather than cannibalise sales of the
rest of the Hugo portfolio.
The 20-second commercial, shot in a dark blue tint, opens with the
eclipse of the sun before moving on to the product’s container, which is
shaped like a cocktail shaker.
A voiceover explains that the fragrance represents ’the darker side of
Hugo’, to which a deep-voiced young man responds: ’Darker? I like
Pip Stocks, Grey’s global account director for the brand, described the
commercial as ’oozing sex appeal and sophistication’ and claimed it
would complement existing Hugo advertising by offering its target
audience something for a different mood.
’The man who wears Hugo Dark Blue will be expressing his individuality,’
The ad was written by Barbara Nokes, art directed by Derek Hass and
directed by Sara Dunlop for Flying Colours. Media is being bought by
It will roll out across Europe, Asia and the Pacific regions from the
end of September and will run until March next year.