To commemorate the event of the 2010 FIFA World Cup which starts on June 11th, TV service Sky + HD released an unisex fragrance called Eau de Stade which is fronted by British celebrity Rachel Stevens.
In one of the campaign ad shots, Stevens who announced she is expecting, is shown behind an English-only flag and bowler covering part of her naked self in a remake of the Chanel Coco Mademoiselle ad featuring Keira Knightley behind a bowler hat and a rumpled white shirt...
This ad must have been popular in England.
In a second visual, she borrows her dress from Marilyn Monroe's wardrobe and it becomes the English flag.
In a third advert, Rachel Stevens finally hangs up the flag idea and instead picks up a pair of soccer shoes while rubbing the chest of a guy to show you how to apply the cologne.
"The limited-edition scent evokes the smells of the football field and the host country South Africa ahead of the tournament, which kicks off on June 11."
To some extent, the visual and the concept remind me of the all-English composition By George! launched by the tourism authority last summer.
A FIFA World Cup perfume was issued by Ars in 2006.