Versace’s Eros fragrance campaign is a tale as old as tales themselves
By Kenneth Richard | The Impressionist
If you dive deep into the ‘alphabet’ of the Versace brand, you will find a consistent thread of Greek iconography used in graphics and prints; so it makes perfect sense for the house to base its most recent spot for their Eros Pour Femme fragrance on a Greek fable.
The fable tells of Eros (aka Cupid), the god of love who uses a golden arrow to sway humans to fall into bouts of passion. Eros’ mother, Aphrodite, was jealous of the beauty of mortal princess Psyche, so she commanded her son to cause Psyche to fall in love with the ugliest creature on earth. But instead, Eros falls in love with Psyche himself. Of course drama, jealousy, and a grand adventure ensues, as these are the stories of gods, after all.
For Versace’s latest spot, created by GB65’s Giovanni Bianco and lensed by Mert Alas and Marcus Piggott, Lara Stone plays the role of Psyche to Brian Shimansky’s Eros. The creative direction hits upon all of Bianco’s traditional elements, from heavy color saturation to dynamic visuals to lust. While the sexual innuendoes of the golden arrow may be a tad obvious, they do provide fodder for university discussions around sex and advertising. The truth is as old as the tales themselves: sex sells. Versace knows it, Bianco knows, it and even the ancient Greeks knew it.
Agency | GB65
Creative Director | Giovanni Bianco
Photographers/Directors | Mert Alas and Marcus Piggott
Models | Brian Shimansky, Lara Stone
Stylist | Joe McKenna
Hair | Garren
Makeup | Lucia Pieroni