It’s no longer enough to sell fashion, accessories or perfume. Now you have to sell a narrative. Or maybe you always did and the narrative has just gotten more specific. Enter Dolce & Gabbana’s ad campaign for its new citrusy Light Blue eau de toilette and eau de toilette pour homme. It comes in the form of a Mediterranean love story starring models Bianca Balti and David Gandy that’s set in Capri under the direction of photographer-to-the-stars Mario Testino.
“Their eyes match the color of the water” the copy exclaims, and darn if they aren’t beautiful eyes. But how come with all this beauty, love and fragrance surrounding them, the two don’t look happier? Must be low blood sugar.
This kind of visual narrative isn’t new. Recent issues of Vogue magazine have featured scenic love stories, starring various models and actors like Eddie Redmayne (“Les Misérables”) and Matthias Schoenaerts (“Rust and Bone”). It’s all in an effort to sell clothes – although who can notice the clothes or the models when there are men like Redmayne and Schoenaerts to be had.