NEWS: Top tailor shuns model in Saatchis one-off

Saatchi and Saatchi has created a funky cinema commercial for the Soho- based bespoke tailor, Mark Powell, which stars the man himself as a cold heart-breaker.

Saatchi and Saatchi has created a funky cinema commercial for the Soho-

based bespoke tailor, Mark Powell, which stars the man himself as a cold

heart-breaker.



Powell, who regularly dresses celebrities such as Naomi Campbell and

Emily Lloyd, is aiming to spread his reputation to a wider audience.



The 30-second film features the Elite model, Monica Czyzewska, strutting

through Soho dressed in vivid lime-green, all too aware of the attention

she is attracting. She spurns the attentions of the men who gawp at her,

curling her lip nastily as she passes. Her attention is finally grabbed

by a man who seems to be more interested in his own appearance than in

her. That man is Powell.



The model can’t take her eyes off the tailor - and his suit - and fails

to look where she is going, crashing into a lampost and landing in a

heap on the pavement. The ad ends with Powell walking off, completely

unaware of the havoc he has caused.



The commercial breaks next week in London’s independent cinemas,

particularly those in Soho. It will also run on Live TV and Channel One.



The ad was written by the Saatchis copywriter, Jo Tanner, art directed

by Viv Walsh and directed by Keith Rogerson through BFCS.



Entitled ‘funky acid’, it will also get exposure on the BBC in a

documentary to be shown in September.



Crispin Jameson, a Saatchis account director, said: ‘This was a great ad

to put together. Mark gave us an open brief, with virtually no

constraints, and the ad has been backed by a very imaginative track.’



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