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

Published On
Nov 18, 2020

Editor's Pick

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. 



Nov 18, 2020
Client :
Agency :
Adam & Eve/DDB
VP Beauty & Personal Care :
Chris Barron
Brand Acceleration Manager :
Ashley Goldie
Chief Creative Officer :
Richard Brim
Creative Director :
Matt Fitch
Creative Director :
Mark Lewis
Agency Producer :
Kate Taylor
Agency Producer :
Carly Harrison
Unilever producer :
Attilio Gianfrancesco
Planning Director :
Will Grundy
Planner :
Sara Keegan
Project Manager :
Sarah Perkins
Managing Partner :
Tom White
Account Director :
Rosie Snowball
Media Agency :
Production Company :
Rattling Stick
Director :
Daniel Kleinman
Executive Producer :
Johnnie Frankel
Producer :
James Hatcher
Stuart Graham
Editing Company :
The Quarry
Editor :
Julian Tranquille
Post Production :
Post Producer :
Sophie Harrison
VFX Supervisor :
Andrew Salter
Compositing :
Andrew Salter
Compositing :
Alasdair Burnett
Colorist :
Steffan Perry
Music Supervisor :
Big Sync Music
Soundtrack name and composer :
“No Surrender” / Charles Ian Evans
Audio Post Production :
Factory Studios
Sound Engineer :
Dan Beckwith

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