Word: lancing
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...prompted 500,000 riders to vote for who would win the celluloid battle by pushing a button on the signs. "That's what I call engagement," says Jean-Luc Decaux, a co-ceo of JCDecaux North America. Entertainment isn't the only thing being advertised on digital signs. When Lancôme launched its new fragrance, Hypnôse, in France last summer on bus-shelter signs, cell-phone users with Bluetooth could download coupons for a sample. The supply ran out in three days. In the fall, British fashion retailer New Look used Hypertags, small electronic devices embedded...
Keffer dazzled the Briggs crowd with her turnaround, double-pump, and lean-in jumpers, driving successfully inside and connecting from outside when the lanc was too clogged...
...should not Puerto Rico, which is very beautiful, look like itself? Because the client is a French company, and the client says so, that's why. Don't 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...
...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...
Clearly, the entire fantasy depends on the rare beauty of the bicyclist. Doubts fall away as Isabella appears. The commercial is no longer silly, and Lancôme is getting its money's worth ($325,000 for 35 days a year, said to be the richest contract ever signed by a model). More than its money's worth, since she is six months pregnant. But no one seems troubled by that; if Cheryl Tiegs and Lauren Hutton established a few years ago that it is fine for models to be 30, Isabella's age now, Rossellini seems...