Kylie stars in Agent Provocateur spot

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.

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