One Direction launches film to promote perfume

One Direction has launched a global advertising campaign for "Our Moment", the band's debut perfume.

The film premiered on Saturday 24 August via the band’s Vevo channel, where it has already received 1.8 million views. The 60-second ad will air in cinemas globally from Friday 30 August.

Cake conceived and created the ad, and is handling the PR and social media activity. Vaughan Arnell, who has previously worked on One Direction music videos, directed the film.

The ad shows the band smelling flowers, berries and oranges to a version of 'My Favourite Things' from 'The Sound of Music', sung by fellow' X Factor'-star, Diana Vickers.

The camera then pans out to show band members Harry and Louis throwing the gently falling flowers out of buckets.

The ad becomes increasingly comical as Niall accidentally smells Liam’s sock, Harry is caught in an aggressive wind machine, and the band mess around on wheelie chairs.

The closing scene shows the band crowded around the perfume bottle on a white plinth, before Louis grabs the bottle and runs off with it, the other boys staring after him.

'Our Moment' has generated $100 million (£64.5 million) in retail pre-orders since being unveiled at The Gherkin in June. It went on sale in the UK exclusively in Harrods this week, and will be available nationwide from 2 September.

The perfume was created in conjunction with Eden Parfums and fragrance experts Firmenich.

Faye Langworthy, the fragrance license manager at One Direction’s management company, Modest!, said: "The guys had such a great time on set with all the props – Liam’s sock being a particular highlight! They are so proud of their fragrance and wanted to create a film to support the launch that their fans would love to watch and share."

The launch of the perfume coincides with the release of the One Direction film, 'One Direction: This is Us'. The Yahoo! live stream from the red carpet at the premiere last week was streamed more than 1.5 million times and shared 163,000 times on Twitter.

This article was first published on campaignlive.co.uk

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message