In 1997 Mondino signed the first film in a long series, "Le Baiser". It shows the brand's iconic character, the sailor, kissing a woman (dark-haired), to bewitching music ("Casta Diva" from Bellini's La Norma). This film introduced both the men's perfume (Le Mâle) and the women's perfume (Classique) by Jean Paul Gaultier.
In 2000 the second film appeared, "Le Rendez-vous Surprise": using the same musical theme, the sailor meets a blonde woman, wearing a corset, the symbol of "Classique". The characters take definition here and will not change again.
In 2004, the third film "Le Diptyque Amoureux" shows us a face-to-face encounter of the two symbolic characters (even if the woman here has red hair).In 2007 two films depict each of the heroes separately, "Le Vestiaire" and "Le Boudoir", but they do not meet ... and again the captivating Norma ...
Here we are in 2009: social media and Internet have invaded luxury communication space. The brand employs a number of unusual ways to launch its new campaign:
- The objective is to start a buzz ahead of the actual advertising campaign (November) and TV release (December).
- The trailer: a really original approach - and fully consistent with the previous films - is to get the two iconic characters to talk ... via Twitter! A sassy dialogue, a "Gaultier-style" dialogue, leading to a meeting... which will take place in the films. Here are the Classique and Le Mâle Twitter link.
- A dedicated website where you find exclusive videos of the new campaign.
- Two videos on You Tube – with mirrored sequences: after the encounter, but seen once by the man and once by the woman.
I'll let you discover the two videos: