Saturday, August 31, 2013

One Direction’s Over-the-Top Perfume Ad is Designed to...

One Direction’s Over-the-Top Perfume Ad is Designed to Make the Girls Swoon

Cue the swooning. Boy band One Direction has followed in Justin Bieber’s tracks to launch a perfume made just for girls.

Unlike the Biebs and his feminine scent “Girlfriend,” however, the U.K. singers’ “Our Moment,” scent is being promoted using a saccharine sweet commercial that makes the most out of the band’s boyishly good looks. (As of this post, the spot already racked up nearly 2 million views in less than 72 hours).

Set to a version of the classic song “My Favorite Things” from “The Sound of Music,” the ad was done out of Cake Group. It’s been filmed using an overdose of pastel colors. We see the members of the hugely popular band blowing petals into the air, testing out different fragrances and suggesting fruits they’d like to include in the scent. It’s really a rather over-the-top affair, and one that verges on the ridiculous — but manages to appeal to their core fan demo of tweens with a knowing wink of irony for older demos too.

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