As you all know we've been running a Daily Gucci Giveaway of the new Gucci Guilty Pour Homme all week long. And I figured before we giveaway the next two bottles, we'd give you more details about the film and the process behind it. So this time you can watch the video with all the many accompanying notes about the concept, director, actor, etc. I always love when a brand takes a campaign to the next level, so its cool to sorta get into their heads and read about the process of creating the Gucci Guilty campaign.
Last autumn, the House of Gucci introduced Gucci Guilty for Her , a fragrance for an iconoclast who lives life at full throttle – potent, spirited, unrepentant. The Gucci Guilty heroine is a 21st Century beauty who holds all in her thrall, her scent an audacious contemporary creation.
Now we meet her partner-in-crime…
Gucci takes as a catalyst its iconic entwined Gs and brings us a hero who sees this emblem as an incitement to provoke, challenging convention. For this most modern of mavericks, Gucci represents a powerful mix of excitement, allure and sensuality. In Gucci Guilty for Him, the latest fragrance conceived by Creative Director Frida Giannini, this man instinctively recognizes a strong representation of himself in the scent.
Young, fearless, with impeccable taste, the wearer of Gucci Guilty for Him is a hero for our age – exuding charisma and more than a little dangerous. His life may be under his control, but he refuses to exert any restraint over his passions. The spirit of hedonism that this unleashes is intoxicating. His power resides in knowing that power is a game, and he is ready to play this game to the full when he meets his female match.
The Gucci Guilty hero takes pleasure in refusing to feel guilty about who he is. His remarkable self-conﬁdence allows him to constantly explore new experiences. His unshakable sense of self-identity wields an irresistible force. He knows what he wants, and he goes after it with single-minded determination and compulsive charm. It is exhilarating to yield to the impulses of a man with such exceptional magnetism.
Frida Giannini observes: “Everyone is in love with the Gucci Guilty man. He is a risk-taker, a thrill-seeker, yet he always remains sensitive to a woman’s desires. He embodies these desires. Men yearn to be him, women to be his.”
The ensemble that Frida Giannini has brought together to tell the story of Gucci Guilty has been created to have an irresistible appeal to a generation of modern young men; a collaboration in which edge and creativity are combined in an unprecedented way.
“I knew we needed something special for this project, something absolutely unique,” conﬁrms Giannini. "The look, the sound, the cast – I am incredibly excited by what we have achieved.”
The advertisement was shot at Cinecittà Studios, the legendary home of Italian cinema. Its director was ﬁlm-noir graphic artist and Sin City creator Frank Miller, whose inimitable comic strip aesthetic will galvanize young audiences.
In Giannini and Miller’s vision, a rugged urban cowboy roars into the metropolis on a blazing motorcycle. His tires screech to a halt, and our stranger removes his helmet to reveal our hero. His bracelet triggers his memories…Still in his leathers; he strides into a bar and catches a beguiling scent: a woman, a deﬁant beauty, his match. Their eyes lock, and with that look begins the story of their night of rapture. In the morning, he will be gone. He is a rebel, the freest of spirits: dangerous, impassioned, a man who will continue to shape her desires.
Hollywood leading man Chris Evans smolders in the role of the Gucci Guilty hero. “Chris was an absolute revelation,” remarks Giannini. “His looks are hypnotic, and he has such an incredibly powerful presence in front of the camera. In a few brief moments, he creates an unforgettable character.”
Evan’s mesmerizing co-star is Evan Rachel Wood, one of the foremost talents of her generation. Giannini is full of admiration: “Evan Rachel Wood is such a gifted and beautiful actress. I have always admired her conﬁdence and ability to transform herself.”
The chemistry between these players is palpable. Their story unfolds to the strains of Depeche Mode’s “Strange Love”, given a haunting new rendition for the Gucci Guilty for Him fragrance by acclaimed British musician Natasha Khan, the lead singer of Bat for Lashes.
Renowned fashion photographers Mert & Marcus are responsible for the print advertising – unapologetically sensual images that will etch themselves on the consciousnesses of a generation.
The Gucci Guilty advertising campaign, both television and print, was art directed by Riccardo Ruini, Creative Director at REM (Ruini e Mariotti), who has collaborated with Frida Giannini on Gucci’s fashion and fragrance campaigns since 2007, including the 2009 Cannes Lion award-winning campaign for the fragrance Flora by Gucci.
The groundbreaking campaign embraces innovative, youth-focused media and technologies. Like Gucci Guilty for Her, Gucci Guilty for Him has been designed to "go viral."
READ MORE Below –>
Gucci Guilty for Men.
The newest fragrance from Gucci is Gucci Guilty Pour Homme. We were big fans of Gucci by Gucci, so we were looking forward to testing out the newest men's scent from The House of Gucci (details/review below). The face of their Gucci by Gucci campaign was James Franco, so for Gucci Guilty they chose yet another Hollywood star, this time Chris Evans (from Fantastic Four, and the highly-anticipated film Captain America: The First Avenger). Check out the Frank Miller (Dark Knight, 300, Sin City) directed Gucci video below:
Thanks to the good folks at Gucci we'll be sponsoring a 5-day Giveaway (yes, everyday this week) of Gucci Guilty Pour Homme…
To win: Follow on Twitter, Fan on Facebook, and/or sign-up for T.U.G Mail. Then simply comment or retweet. And as always the more ways you enter the higher your chances of winning. (winners are chosen via random.org)
TOP NOTES: lemon and lavendar
MIDDLE NOTES: orange flower
BASE NOTES: patchouli and cedar wood
Very detailed notes summary: "The scent seizes hold of the senses with a heady cocktail of invigorating Italian lemon and mandarin with crushed green leaves – evocative of sap rising – and a defiant punch of pink pepper. Its middle motifs persuade like a whispered invitation. The herbal freshness of lavender coils around an aphrodisiac cardamom note – at once stimulating and entrancing – on an unexpectedly tender bed of orange flower and neroli. The patchouli that is the hallmark of all Gucci fragrances is married with cedar and sandal wood gleaming with amber to create a robustly earthy, yet suggestively exotic sensuality of a profound masculinity."
Review: The fragrance opens like many of my favorite colognes with fresh italian lemon, but I think the mix of cedar and sandalwood (from the base note) with the lavendar creates a semi-stark ending for me. That said, once the fragrance lingers for a few minutes it leaves a masculinely fresh scent– which is always a great thing. This strikes me as easy go-to date cologne.
Be sure to enter to win a free bottle in the giveaway!
Bill Gates and Warren Buffet: The two richest men in the world (along with Carlos Helu).
Dwight Howard: Basketball icon in the midst of his famous "Superman Dunk" at the NBA All-Star Game.
Bugatti Veyron: Most expensive street legal car in the world at 1.7 million dollars. Fastest accelerating car reaching 0-60 in 2.6 seconds. Tied with the SSC Ultimate Aer as the fastest car in the world with a top speed of 253 mph+. World's fastest roadster.
Lion: "King of the Wild".
Manhattan: New York, New York. One of the most influential and idolized cities in the world.
We reviewed Power by 50 earlier this month, and though many of our favorite colognes have lighter/airier notes, we were impressed with Power. Having a traditional, masculine scent in your fragrance collection is a must. So the good folks at "Power by 50" are offering Urban Gent readers a 50% off discount on the cologne (and the cologne set) until tomorrow… so if you're even a little bit interested be sure to try it out. (Just click the "Power" button on the right scroll bar).
TOP NOTES: lemon leaves, black pepper, and artemisia
MIDDLE NOTES: dark wood, coriander, and nutmeg
BASE NOTES: patchouli, musk, and oak moss.
The "Power" look.
*Giveaway: Sign up for T.U.G Mail for a chance to win a bottle of POWER by 50.
Sunday is the last day to enter to win the Patrick Dempsey II cologne. Enter to win, here.