Gucci 'Rosso Ancora' 2024 Ad Campaign

Review of Gucci ‘Rosso Ancora’ 2024 Ad Campaign by Gucci Creative Director Sabato De Sarno with Artistic Director Riccardo Zanola,
Art Direction by Lolita Jacobs & Jean-Baptiste Talbourdet-Napoleone, and Photographer Ezra Petronio, with models Abbey Lee Kershaw, Fadia Ghaab, Jiahui Zhang & Nyajuok Gatdet

The signature shade of deep red dubbed “Ancora” has been the key ingredient in Sabato De Sarno’s visual direction for Gucci, and now you can wear it on your lips. The first lipstick from the creative director arrives with a new campaign shot by photographer Ezra Petronio with art direction by Lolita Jacobs and Jean-Baptiste Talbourdet Napoleone.

Rouge Lèvres Mat in Rosso Ancora pays homage to the house’s early history, referencing the unmistakable shade of an elevator in London’s Savoy Hotel, where founder Guccio Gucci worked as a porter in the late 19th century and was inspired by its many well-traveled characters to open his leather goods and luggage company.

Zanola’s imagery takes a direct and elegant approach to portraiture, capturing his trio of models in minimal yet warm and glamorous headshots, a stick of rouge lipstick close at hand.

The accompanying short film boosts the aspect of glam, as well as focusing more on the idea of a story behind the color. With bold textual graphic design elements, the video sees star Abbey Lee Kershaw narrate the “ingredients” that go into crafting the shade: life, glamour, lots of kisses, and joy.

The campaign confidently extends the brand’s new visual direction into the world of beauty, at once taking a minimal perspective yet boldly emphasizing the impact of Ancora red.