One Direction rewrites perfume ad rules

One Direction rewrites perfume ad rules

The biggest boy band in the world One Direction has rewritten the rules of perfume ads for the launch of its debut fragrance, undermining all of the usual clichés in a clever pastiche.

More than 2.5m people, probably teenage girls, have viewed the ad online since it was put up a week ago.

In it front man Harry Styles is shown sniffing a flower whilst the wind tousles his locks,  Liam Payne sampling different berries, and Niall Horan sniffing various scents.

The twist comes when the camera pans out to show the rest of the group doing their best to sabotage these classic perfume ad moments.

One interesting feature of the ad is it uses fellow X-Factor UK reject Diana Vicker’s rendition of “My Favourite Things” from  The Sound of Music, instead of one of the band’s own ditties.

What do you think of the ad Рa clever take off or a cliché in itself? Leave your comments using the form below.

Please login with linkedin to comment

Latest News

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]