For Estée Lauder and Kendall Jenner, red is for more than the carpet.
By Rachel Smith | Impressionist
Estée Lauder spokesperson Kendal Jenner is helping us all see the world a little rosier this season with the new fragrance video commercial for Modern Muse ‘Le Rouge.’
The video, created by global creative director Richard Ferretti in partnership with artistic director Doug Lloyd and agency Lloyd&Co, finds Kendall strolling down the boulevard to the tune of “Lady Marmalade” by Labelle. After a quick spritz of Le Rouge her suit and the world gets a little rosier as the crosswalk turns red, as well as all the traffic lights, the cars driving by, and the blooming roses on the fence as she strolls by.
The piece is sharp in that Lloyd&Co have instilled the name of the scent, ‘Le Rouge,’ literally in the spot. No small feat when your product is one of the hardest senses to portray through ads, scent.
‘Le Rouge’ is portrayed as a real fragrance, something you can see people using; there is no extravagant climbing of pyramids or weeding through an overgrown jungle. The bottle is shown, you see her putting it on, and then she literally walks down the street. It’s a merchant’s dream and a vision in red. Let’s all just hope that Gene Wilder sees this.
Client | Estée Lauder, Modern Muse Le Rouge
Agency | LLOYD&CO
Executive Creative Director / Owner | Doug Lloyd
Art Directors | Bo Jung, Anni Choi, Phoebe Mak
President / Managing Director | Jodi Sweetbaum
Account Management | Marie Lamonica, Elizabeth Liang
Broadcast Producer | Claire Londa
Art Buyer | Kris Lindblade
Print Post Producer | Rachel Levine