Word: lamicela
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...argue. Lancôme is paying a boxcarful of money for its whim (some $9,000 a day, or more than $1,100 an hour, for instance, just for the services of Star Model Isabella Rossellini), and arguing costs about $50 a word. So Nick LaMicela, the project's art director, has selected a quiet country road, with no palm trees to spoil the illusion of France. Somebody has found a French cowherd. Actually he is a Puerto Rican waiter, but in beret, smock and scarf, and with rouge on his round cheeks to suggest a history of drinking...
Lancôme's expensive illusion is about to take form. Isabella is not in view yet; she is taking a 20-minute, or $375, nap. But LaMicela is at work, as are a film director, a cameraman, gofers, riggers and grips, and several black-and-white cows. The reason for all of this impressive activity-the concept, as agency philosophers put it-is that Ô de Lancôme is "a Saturday-afternoon fragrance." The woman who wears it is fresh and casual, and, although breathtakingly lovely, not obviously paired with a lover. Such a wild flower...
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