On April 30, 2009, the new advertising campaign for the legendary bottle caused a sensation. We rediscovered the dazzling beauty of the actor, forty-three years younger.
«They are the water. I am the wild. “The virile formula is that of Alain Delon in front of a group of Russian journalists invited in 2009 by Dior for the launch of its new advertising campaign dedicated to Eau Sauvage, this great classic composed by the legend of perfumery Edmond Roudnitska and bottled in a whisky flask. Since 1966, the year of its release, it has known, at its beginnings, the hairy calves of the poster of René Gruau, then at the turn of the 2000s, the face of Corto Maltese, the laughing eyes of Zinédine Zidane and even the cat’s gaze of Johnny Halliday, decked out with the excellent slogan: ” Beware of still waters».
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The eternal masculine
Who at Dior’s image department had the crazy idea of using a forty-three-year-old photo? History doesn’t say, but we know the result. On April 30, 2009, the broadcast of the advertising campaign caused a sensation at dinner parties. As if we were rediscovering the dazzling beauty of Delon, 31, photographed by Jean-Marie Perrier (for Hello Friends ) in 1966 – concordance of tenses, all the same. We were in the villa I had rented in Saint-Tropez. It was a holiday shoot. The photo was not retouched, only the cigarette was missing. They say that I correspond to the eternal masculine, as if I were immortal! “, the actor confided toFigaro about ten years ago.
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The retro-marketing strategy works like a charm. So much so that the following year, there is a scene of Delon shirtless inThe Swimming Pool(1966, therefore) which serves as a TV spot!These images have not aged and will allow us to reach both men who remember Delon at that time and a younger clientele who will be seduced by his rebellious and irreverent side.“, they say at Dior. The “meeting between two eternal masculines” is the glory days of the house on Avenue Montaigne. Since then, “water” has been more or less outdone by the new Sauvage like a fallen star. “The savage” has disappeared, he was not immortal after all.
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