Fragrance brand Cool Water has returned to its 90s roots with a time-warp ad.
Davidoff’s eau de toilette Cool Water Reborn winds the clock back 25 years by embracing the sensuality of a nude man rising from deep ocean waters.
Created by Select World, the same agency responsible for the brand’s initial launch, the updated piece of visual storytelling refreshes the brand for a new generation of young male consumers.
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Herwig Preis, chief executive officer and founder of Select World, said: “The secret of Davidoff Cool Water’s iconic status has been its amazingly bold consistency – reinventing itself for 25 years, always expressing the zeitgeist in fragrance. No wonder there’s been a wave of upstarts trying to copy its sensual and elemental approach.”
Creative director Will Matthews added: “We were looking to rewrite a narrative that’s so learnt and simple while reintroducing the raw sexiness of the original campaign. The aesthetic and sensibility allowed us to craft something that is both utterly beautiful and new, and yet embodies the very DNA of the brand.”
Inspired by a desire to reconnect audiences with nature after two years stuck at home, the campaign distinguishes itself in a celebrity-crowded fragrance space by delivering a viewing experience that is closer in feel to an experimental art film than an advert.
Paying subtle homage to the likes of video artist Bill Viola and the nudity of a David Hockney swimming pool painting, the campaign is running on TV and online exclusively in Germany.