Marketforce launches major campaign for Les Man – Summer’s coolest new fragrance for men
Its subtle masculinity reflects today’s man, he’s fresh he’s modern and he smells like success. This is the premise behind Marketforce’s launch of a male fragrance to the WA market.
Marketforce creative director Andrew Tinning said: “Branding projects like these are a rarity in Perth these days. We were given complete creative control over the development of this exciting new contender in the prestigious male fragrance category. Working closely with our local client Perry Salteri, we developed the name, the brand id, the packaging, the marketing strategy and ultimately the advertising campaign.”
The campaign involves outdoor, posters, point of sale, radio and TVCs.
VIEW THE LAUNCH TVC:
“Perry’s brief to us was to capture the essence of today’s man. He’s well groomed, well mannered, well traveled and well educated. We wanted a name that would reflect his worldliness. Having viewed many prototypes, we settled on a packaging design that embodied his physicality. A bright head set firmly a top broad shoulders and a beautifully tapered waist. The brand mark needed to be highly sophisticated but not over complicated, after all, today’s man is still a man.”
Tinning said advertise Les Man, they needed to find Les Man and then capture him on film.
“We approached several highly acclaimed Eastern States photographers but after careful consideration chose local supplier Alan Myles. This has been a highly collaborative and highly rewarding project. We are really excited about the launch of Les Man and are looking forward to phase two of the campaign, which will kick off in a few weeks.”
32 Comments
This is rubbish. Andrew WTF???
This is a piss take. Please say this is a piss take.
obviously a teaser of some kind.
hope it turns out to be clever.
Oh dear!
Beautifully written creative rationale…sounds like the script for the next Mad Men episode.
I don’t get it. Where is David Beckham?
I think it’s a joke, right?
OK. Now knowing how these things work this is either a teaser for a Satterly development in Lesmurdie or something to do with prostate cancer. Either way it will be funny and we will all agree that Andrew’s still “got it” despite everything that has happened at MF this year
definitely a teaser – looking forward to the final stage!
Marketforce would never get invited to do a contemporary project such as developing a new fragrance. Think about it, its just not a good fit. SGIO ads to LES MAN emmmm….. Its a dud. Probably some kind of teaser for a dodgy real estate company.
Based on there being no defensive response from MF I think they are all probably having a bit of a giggle.
Hmmm…what’s a potentially ‘bloke humor’ client on MF’s list. Launching for summer too. Maybe it’s a piss-take teaser for Brown’s Chill. Maybe the fragrance is actually the worst building site B.O one could imagine. Then the only way to get rid of the BO is by downing a Brown’s Chill?
Or skin cancer? Does MF still have Skin Cancer?
It’s been done 1000 times before!
Boring!
It’s no joke -i was in the hay street mall at lunchtime yesterday and thet were sampling the stuff outside DJ’s.it actually smells quite good
marketforce are more than capable of handling these types of projects .look at their work for the city of perth and the launch of ennex100 last year. both very sophisticated campaigns. I like the bold simplicity of this work.everything about it is elegant and stylish. I bet there’ll be a few industry ‘men about town’ wearing les man by the end of summer
My sister took a research call last night and was being asked a lot of questions about a
new fragrance being tested in Perth apparently developed by a ‘famous perfume maker’ and would her and her boyfriend be interested in doing a focus group next week.
Les man, les mantastique! -you’ve got to be joking!
Even as a piss take, this is rubbish work.
10.42 nice of you to take time out from polishing your lions to comment
Oct 2. 1.03 Do you think this is because it works shit for brains.
A good analogy would be the Porche 911. Oh is been done a 1000 times before…..
Don’t get your ‘trendy’ advertising wank confused with what sells.
i vote beer ad. the guy in the ad is smokin’ so i hope this stage of the campaign doesn’t end too soon.
Layman? Definitely a teaser… Just pleeease be followed up with complete awesomeness.
By the way he’s standing I reckon its a teaser for hemorrhoid cream.
You can also see in the pic where he lying down he’s taking the weight off his arse.
It’s whacky, it’s zany, it’s crazy….dammit it just might zzzzzzzzzzzzzzzzzz
Check out the talent!
http://www.starnow.com.au/seansd
3.53 sorry hemorroids have never done it for me
This has to be related to MF’s yoghurt client.
Maybe Les Man has thrush!
I can’t believe that with so many creative advertising people posting comments you’re all called anonymous. Couldn’t someone come up with a clever name for themselves? I can’t ’cause I’m not in advertising.
Sorry, but the 15sec TVC they’re running for this is bloody annoying – annoying enough for me to do a Google search to find out more about it and see who else is annoyed by it.
Mind you, the campaign is by Marketforce – who’ve never produced an innovative campaign that resonates with the consumer.
Anyone have a suitable punishment that can be dished out to the creatives behind this tripe?
October 4, 2010
7:39 AM
You haven’t had an original idea in your life, have you?
4:43 AM
Since when was CoP or EnEx sophisticated?
CoP tells us nothing about the city, which is reflected in it’s continued struggle to attract visitors.
EnEx … expect the EnExpected?! Hardly sophisticated.
isn’t it a co-incidence that the client’s name is the same as the two last names of the Brownes client?
C’mon people as if Andrew and the others at MF would seriously do something as cliched as this
Use your noggins, you’re meant to be sophisticated marketing professionals.
Perry Salteri… person or peanut?