NEWS: Linda Evangelista stars in Yardley launch ad

Linda Evangelista, the multi-million-dollar new face of Yardley, makes her first appearance for the brand at the end of the month in an epic TV campaign to launch the Baroque fragrance.

Linda Evangelista, the multi-million-dollar new face of Yardley, makes

her first appearance for the brand at the end of the month in an epic TV

campaign to launch the Baroque fragrance.



Gotham, Yardley’s worldwide creative agency, chose Evangelista - one of

the original supermodels - to help shake off its ‘granny’ image. She

replaces Helena Bonham-Carter, whose reign as the queen of the British

fragrance and cosmetics house was cut short when she admitted publicly

that she never wore make-up.



Eliza Parker, the agency’s creative director, explained: ‘The relaunch

of Yardley needed someone world-class and modern who wasn’t blonde. We

have taken the traditional element of Yardley and given it a

contemporary twist.’



The commercial, which breaks on 26 September, has a lush, mysterious

feel that illustrates the endline: ‘The decadent new fragrance.’

Evangelista is shown in period costume, putting the finishing touches to

her make-up, before strolling through a baroque mansion. A haunting

soundtrack and unusual camera angles signal a break from the traditional

image of Yardley.



The ad will run nationally in the UK until Christmas backed by a pounds

1.5 million spend. It will roll out across Australia and then the rest

of the world in the autumn.



Gotham believes that Evangelista will appeal to Yardley’s base of older

customers, while being sexy and modern enough to engage younger women in

their twenties.



Ali Large, Gotham’s managing partner, said: ‘Linda Evangelista’s name

and face have instant impact and international appeal. Additionally,

when using a supermodel, you automatically get the benefits of working

with the best photographers and make-up artists.’



The ad, which was directed by Martha Fiennes through Academy

Commercials, was written by Eliza Parker and art directed by Bev

Fortnum. Media buying on the account is by 20/20 Media.



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