Hugo Boss fragrance : Johnathan Rhys Meyers

[kimair]

from wwd...

Jonathan Rhys Meyers is expected to inject some youthful vigor to the Hugo brand of Procter & Gamble's Hugo Boss fragrance franchise.
Rhys Meyers, the Irish actor perhaps best known for his role in Woody Allen's "Match Point," has signed a contract with Procter & Gamble Prestige Beauty to appear in a print advertising campaign that will begin running in December men's and lifestyle magazines, including Men's Health and Blender. The ad visual was shot by Rankin.

The ads are intended to be the leading edge of an effort to boost the 11-year-old Hugo Boss fragrance franchise in the U.S.

"We see a real opportunity with this brand," said Don Loftus, president and chief executive officer of P&G Prestige's U.S. division. "Hugo Boss does very strong business on a global scale, but the U.S. fragrance business is underdeveloped. We haven't peaked with it yet."

The twentysomething Rhys Meyers is intended to entice the younger, edgier set for the Hugo franchise, while the Boss franchise draws a slightly more mature and sophisticated user, said Nicholas Munafo, executive vice president of sales and marketing of P&G Prestige.

The campaign marks the first time that the franchise has used a celebrity model, added Munafo. Although neither Munafo nor Loftus would discuss the terms of Rhys Meyers' contract, industry sources estimated that the actor is earning about $1 million a year as the face of the brand.
While TV is not currently planned in the U.S., Loftus said he would like to consider it for the Christmas 2007 selling season. Outdoor advertising is also on his wish list.

Shortly after the fragrance ads begin running, P&G plans to bring out Hugo by Hugo Boss Limited Art Edition, a flanker that will hit 2,000 department and specialty store doors in February. Eaux de toilette will retail for $40 for 1 oz., $55 for 3.4 ounces, and $68 for 5 oz.

"We're aiming for a top-10 ranking for the Hugo Boss franchise [as a whole]," added Loftus.

 

[LoveMyBoots]

I was expecting so much more in the vein of their seasonal ads.
Sophistication but also a bit seductive. What is with all the animation in the background?

 

[mimiko]

the ad could have been better

 

[kiss&tell]

^I agree with the both of you!

 

[indie]

I love it

 

[alix*]

boring ad.. but who cares... it's an excuse to stare at him

 

[OriginalSin]

^

 

[indie]

I want this one to my wall hehe.

 

[KhaoticKharma]

Who cares if the ad and art direction good... the guys a total sex god

 

[Luxx]

He's gorgeous but the ads he's in have been subpar. I hope whatever ads he's in next are given the art directon they deserve.

 

[Neo_Classic]

The ad isn't all that but he's just so cute.

 

[Erin]

Why don't I find him appealing in this ad at all?

 

[lucy92]

JRM has started doing versace ads as well. i hate the background in the ad, but JRM looks great as always.

 

[m.j.]

bigger needed...

love him

thank u
can't talk,must watch...

and here is versace http://img16.imagevenue.com/view.php?loc=loc600&image=60463_jrmeyer_122_600lo.jpg&page=8&track_id=1159044520

 

[Venusia]

JRM commercial for HugoBoss
I think he's walking a little fast, a little off the music, but still love to look at him.

 

[happyguy]

once, i nearly bought that fragrance. but i changed my mind in the end. oh...and in the video, he looks like he has a small belly. either that or it's his shirt.

 

[ultramarine]

JRM commercial for HugoBoss
I think he's walking a little fast, a little off the music, but still love to look at him.

OMG! Its heinous! They Hugified Jonathan!!!!!!

Still .. just listening to him speak ...