Cdp-travissully is launching its first work for the lingerie brand
Agent Provocateur with a raunchy cinema ad starring Kylie Minogue.
The 100-second ad, titled "proof", shows the star attempting to prove
that Agent Provocateur is the "most erotic lingerie in the world" and
will go some way to broaden the brand's appeal.
Minogue, clad in Agent Provocateur underwear, straddles a velvet-covered
bucking bronco machine and engages in a hearty workout. Exhausted and
sweaty, she climbs down and invites the men in the cinema to stand
An old crone in the background cackles "I knew you wouldn't be able to"
as Minogue walks off laughing.
The spot, which airs in cinemas from 30 November, was written and art
directed by the former CDP joint creative directors Mick Mahoney and
Andy Amadeo, who resigned from the agency last month after its merger
with fellow Dentsu agency travissully.
The ad was directed by Steve Reeves through Another Film Company. Media
is by CDP Media.
The Agent Provocateur owners, Serena Lees and Jo Corre, said: "The ad is
very exciting and very sexy. People are going to be queuing up at the
cinema to see it."
CDP won the account in July with a brief to create a high-impact
campaign with a budget of £1 million.
Previous work for the brand by Barrett Cernis featured a woman swapping
clothes with her convict boyfriend. Bainsfair Sharkey Trott's commercial
showed a man so aroused by a shop window display that his erection
breaks the glass.