Vinnie Jones takes a no-nonsense approach to male fragrance in ad for Unilever's Brut
Daniel Kleinman directs the soccer player turned movie hardman in spot by Adam&Eve/DDB
Nov 18, 2020
Soccer player-turned-movie tough guy Vinnie Jones plays on his East End geezer image in a new campaign for Unilever men's fragrance Brut.
The ad, created by Adam&Eve/DDB and directed by Rattling Stick's Daniel Kleinman, sees Jones interrupting a shoot for a fragrance brand called "Ineptius" that comes in a suggestively-shaped bottle. It also features a breathy voiceover typical of the category, which turns out to be voiced by an unlikely-looking middle-aged woman with a cockney accent to match Jones's. "Oy..cut it out," he orders, before going on to tell viewers to "forget all this nonsense and use your nose."
"We decided to puncture the pretentious fragrance category and have some fun at a time when we can do with a bit of laugh," said Adam& Eve creative leads Matt Fitch and Mark Lewis in a statement. "Brut is here to tell you to forget silk sheets, sexual prowess and gold nuggets: it just smells good, no messing about.”
Jones is not the first celebrity to front ads for the brand, which had its heyday in the '70s and '80s; boxer Henry Cooper and soccer player Kevin Keegan also starred in previous campaigns.