Commercial & Behind-the-Scenes for Armani Acqua di Gioia (2010) {Perfume Images & Ads}
The launch of the latest fragrance by Armani, Acqua di Gioia, is the occasion for the brand to display a sense of lush cinematography. While marine and beach scents are often marketed and perceived as seasonal fragrances, the ambition of the commercial film seems to be rather to convey a sense of timeless romanticism and pure land of eternal joy as if to invite you to go back in mind always to a simpler and more beautiful place thanks to a few drops of perfume. Water becomes a symbolic element not just of relaxation and pleasure but taps into a more profound association with the idea of purification and its being an elemental building block of life.
The film features model Emily DiDonato. The music is Arrival of the Birds by The Cinematic Orchestra. The commercial evokes feature movies such as The Piano by Jane Campion and Greystoke The Legend of Tarzan Lord of the Apes and of course the documentary film about pink flamingos from which the music is excerpted, Les Ailes Pourpres. You Tube viewers are star struck by the commercial...
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©Mike Marsland
Monica Martens, Renascer
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