What a surprise: the new campaign for Agent Provocateur is a real Agent Provocateur for an on- and offline audience.
Not so long ago (at least in internet time with all the reruns on numerous websites, December 2001 is not so long ago) the lingerie brand let Kylie Minogue ride a mechanical bull as part of their always edgy, eye-popping marketing activities.
Now, the company helmed by the son of Vivienne Westwood and Malcom McLaren, Joseph Corre and his wife Serena Rees, has another hit advertising campaign. In parallel to the company boss being in court for a controversial London out-of-home campaign a few month ago, director Mike Figgis of "Leaving Las Vegas"-fame was hired to do a series of three shortfilms. Guess who was hired as leading lady in these shorts: no other than Kate Moss, the queen of provocation. And the surprise: under the directorial work of Mike Figgis, the master of portraying strong women, Ms. Moss delivers good work.
1 The series of four shorts started these days with the first one released being "The Four Dreams of Miss X - Dream 1: Shadows". Released primarily online, the spots already made quite an impact on the web leading to hundreds of unofficial copies floating on websites and the inevitable YouTube posting.
Other brands, such as the french Passionata, are a different story.
Kate Moss: Although this is promoted as her first film appearance, Ms. Moss also did a Virgin UK advert so far, and starred in a White Stripes video - so this wasn't exactly her first affair with the moving image...