Playboy Fragrances and HM Communication Group releases tongue-in-cheek online ad as media pitch decision tipped to be imminent
Playboy Fragrances and HM Communication Group has released a tongue-in-cheek online ad as speculation grows that a decision on the global media pitch is imminent for Playboy parent Coty.
The satirical Youtube video entitled “How to Make a Fragrance Commercial” uses video blogger Neel Kolhatkar and has drawn 60,000 plus views since being posted last week.
“Combining a hot chick, soppy romantic stock track, life advice that makes no sense to the product and channelling every single fragrance commercial made ever, Neel dishes up some cliché realness and proves you can say whatever the hell you want and no one really cares because they’re all looking at the hot chick,” said the company in a tongue-in-cheek media release.
Virginia Hyland founder & principal at HM Communication Group commented: “This was a great collaboration between HM, COTY and Neel. It is considered world class by the local COTY team and sets the tone for the upcoming campaigns. It has been a great experience to be able to drive ideas from a media and content perspective to deliver the best possible outcome.”
As Mumbrella revealed in April, independent media agency HM Communication Group is facing a pitch to retain one of its biggest clients with cosmetics group Coty Australia reviewing its $10.5m media account.
Other agencies pitching for the account are understood to be ZenithOptimedia and Havas.
All agencies contacted declined to comment on the pitch.
It is understood there has been no final decision in the media pitch.
Nic Christensen
Quite similar to Celia Pacquola’s perfume joke on the Oxfam Gala last year: https://youtu.be/grkasWJiyd4?t=25s
User ID not verified.