Cosmetics International | March 25, 1992
Versus, Gianni Versace's fourth fragrance has just been launched in the US in Macy's and Dayton Hudson Marshall Field's stores. It is being supported with a $3 million ad spend through to the end of the year.
 Ph: Bruce Weber Year: 1992 Models: Deryl George and ? | Part of a wide Versus concept which includes a men's and women's clothing line aimed at a younger consumer than the leading Italian designer's usual customer, the men's fragrance has been available in Italy since 1990 and the rest of Europe since last year. Its arrival in the US follows the setting up of the American division of Versace Profumi -- Vepro USA. The fragrance itself combines citrus with spice and amber essences. Citrus top notes lead on to heart notes of sandalwood, vetiver, patchouli and papaya plus base notes of nutmeg, amber, musk and vanilla. |
The fragrance, like the clothing line which inspired it, is aimed at a younger market than Versace's other scents (Versace L'Homme, V'E Versace and Gianni Versace). This is personified...ad posters which feature a blue-tinted Bruce Weber photo featuring "man as rebel". It has a "rock 'n' roll feeling" according to vepro president and CEO Murray Pottruck and that idea is being taken to a logical conclusion with advertising being placed in Rolling Stone along with publications like Premiere and Details. In selected areas, the advertising image will be available as a poster inside Rolling Stone.
Screen caps of the commercial
The company has also produced a 30 second TV ad , following the same moody and rebellious theme and has plans for bus, billboard and telephone kiosk dvertising in New York and Los Angeles. -- end of the article -
Versus Commercial directed by Sergio Salerni, I don't recognize the male models but the girl for sure is the gorgeous Carla Bruni.
I didn't know who Sergio Salerni is but googling his name I found that he was responsible of the tech side of the fantastic shows of Gianni Versace in the early 90's.
"the man responsible for bringing Hollywood production values to this city's runways is Sergio Salerni. The Milanese techno-wizard is the hidden resource of designers like Gianfranco Ferre and Gianni Versace. In the past few seasons, Salerni has contributed to Versace's increasing luster, transforming his shows into high-tech extravaganzas. Replete with a marble stage, pulsing music, computerized lights and the top models in the business, Versace's shows are a triumph of technology. "We don't want only to present the fashion," says Salerni, "but to re-create the atmosphere of a rock concert."
source: http://www.nytimes.com/1991/10/06/magazine/fashion-inside-milan-naming-names-who-pulls-the-strings.html?pagewanted=1
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