Viral videos go hand-in-hand with fragrance and fashion launches these days. But Gucci is trying a new promotional tack -- building suspense for a full-length video commercial with, well, another video.
The Italian fashion house has just released an online "trailer" for its forthcoming mini-movie for Gucci Guilty, its newest fragrance, launching in September. The full-length video will debut during the MTV Video Music Awards on Sept. 12.
Starring actors Evan Rachel Wood (the official face of the brand) and Chris Evans, the full-length film was directed by legendary comic book creator and movie director Frank Miller ("Sin City" and "The Spirit").
The trailer doesn't betray the video's plot line, but it definitely bears Miller's distinctive noir mark.
Images include a darkly glamorous Wood driving a race car spitting fire out of its back wheels, her strawberry-hued hair swirling around her like liquid; a patent leather fetish-style stiletto worn on a leg with a tattooed ankle, framed by the graphic shadow of horizontal window blinds; and a leather-clad Evans looking appropriately intense in a dark bar.
The smoldering visuals match the scent, which boasts a sensual blend of cloying notes -- mandarin, pink pepper, peach, lilac, geranium, amber and patchouli among them. It makes you want to put on a smoky eye and drive like the wind.
Movie: Gucci's Trailer for its Gucci Guilty film by Frank Miller. Credit: Gucci.