MEDIA CHOICE: Ian Darby, a senior reporter on Campaign, chooses Evian's fragrance spoof in GQ

'This parody of a male fragrance ad in GQ made me smile. Evian introduces mineral water as a 'grooming essential' with a tip-on sachet containing 'Naive' (Evian spelt backwards). The photography of a statuesque male model holding a palm leaf adds to the authenticity. The placement of the ad in GQ's style section emphasises the ad's humour while also making the serious point that water can be a key part of male grooming.'

'This parody of a male fragrance ad in GQ made me smile. Evian introduces mineral water as a 'grooming essential' with a tip-on sachet containing 'Naive' (Evian spelt backwards). The photography of a statuesque male model holding a palm leaf adds to the authenticity. The placement of the ad in GQ's style section emphasises the ad's humour while also making the serious point that water can be a key part of male grooming.'



Client Danone Medium Press

Media strategy and buying Amy Corbett at Cake

Creative Cake

Brief Demonstrate Evian's product benefits to a male audience in a humourous yet aspirational manner.



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