By Kenneth Richard | The Impressionist
The sport of ‘pool hopping’ is alive and well in the latest Gucci sunglass spot from art director Christopher Simmonds to show off Gucci’s new Havana sunglasses.
In the spot, a bikini-clad party crasher proceeds to tip-toe through a hillside pool garden where a black tie party is taking place and literally dives in to make an entrance. Being a Gucci spot, everyone is wearing sunglasses at night and she of course is welcome to stay. The spot is reminiscent of the 1968 Burt Lancaster film, The Swimmer, in which a party patron realizes he can “swim” his way home by pool hopping from one house to the other. Along the way he crashes another pool party and is invited to stay and sip champagne with the guest.
The spot is the first under the watch of new creative director, Alessandro Michele, since taking over the house mid January although, clearly, a piece such as this was in play long before he was handed the reigns. It will be interesting to see how Alessandro pivots the brand’s communication to augment his new design direction for the house, which was more Royal Tenenbaums than Eyes Wide Shut. Who knows what type of party we will encounter at the next pool hop?