Tom Hardy's next big gig is as Jo Malone's leading man
Jo Malone has tapped British actor Tom Hardy to front its new campaign for men
Jo Malone London has named Tom Hardy as a new ambassador for its Cypress & Grapevine Cologne Intense fragrance. The Estée Lauder Companies-owned fragrance brand announced today that the British actor is the new face, unveiling a brand new campaign video.
The campaign sees born and bred Londoner Hardy, who up until now has never starred in a fragrance campaign, take a ride around London. The short film, which was shot by Edward Berger and features a voiceover from Hardy's father Chips Hardy, celebrates the city’s idiosyncrasies, dichotomies and quirks, which are reflective of the unusual combination of the fragrance Jo Malone is pushing. Hardy visits iconic London locations, such as Big Ben and Piccadilly Circus, and under the cover of night observes the differences between people's lives - night porters and dancers sharing a meal backstage, for instance - which make London the diverse city it is.
And it makes sense, really. "Jo Malone is in the top 20 of fragrance brands for men", as the brand's C-suite told a group of press yesterday morning at an intimate breakfast unveiling, but it wants to push its way into the top 10, or even five. And having a big celebrity name attached to it, where prior to this it didn't, is a good start. Look at Boss, Dior, Gucci et al. The likes of Chris Hemsworth, Jared Leto and Jonny Depp have all been faces.
Of his appointment, The Bikeriders actor said in a statement "It was a wonderful experience to work alongside such a brilliant team, helping to create a film that not only challenged us to visualise fragrance in new ways but was also evocative of the London we love—a city that embodies the exceptional and the contradictory in all its brilliance."
Jo Malone Cypress & Grapevine eau de parfum is available now at jomalone.co.uk for £160.
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