Private Practice and Grey’s Anatomy star Kate Walsh is taking her Boyfriend fragrance line to the ‘net.
Billionaire Boyfriend‘s employs the successful self-aware format of spoof movie trailers and fake commercials to actually advertise a real product.
The campaign is characterized by an overblown homage to 60’s Italian films, the ‘jet set’, Monte Carlo, casinos, and James Bond, all done with a straight face. Think Charlie’s Angeles performed in the style of Old Spice Man and Dos Equis’ The Most Interesting Man in the World.
“There’s a new Boyfriend in town, and this guys loaded,” touts the campaign’s latest slogan. Walsh wanted to create a campaign that “screamed luxury and glamour but also had a bit of humor in them.”
“I am a huge believer in social media and these videos were a fun way to reach the consumer and grab their attention,” Walsh told Tubefilter. “They are not your typical fragrance commercials.”
That’s for sure. Billionaire Boyfriend invites you to “imagine a drive down the Amalfi coast in a vintage Alfa Romeo, dripping in diamonds and radiating pure sensuality and passion”—this barely begins to frame your experience for a perfume whose bottle is inspired by a special reserve vintage champagne bottle.
Check out Casino (above) and Bond Girl, which features a mermaid, a greedy octopus, and a rhinestone-encrusted diver’s knife.
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