Ogilvy & Mather Paris has released “On the Docks”, the latest opus in the 15-year long love story for Jean Paul Gaultier’s Classique and Le Male fragrances.
The heroes of the Gaultier ad have covered all registers: double dealing, transgression, passion and separation. “On The Docks” stages the peak of their mutual desire in a new setting: the epic.
From the bowels of the freighter to a boudoir apartment, the new film relates their mounting desire in breathless sequences which calls for great feats. In this case – in the form of a freighter breaking the concrete of the city.
To the strains of “Casta Diva”, from Bellini's Norma, a strong and free girl and her iconic sailor – sensitive and in touch with his feminine side - separate but are reconciled again.
“It has all the ingredients of a Jean Paul Gaultier story; the scale, the sexual undertones, the tension and visual impact,” says Chris Garbutt, Chief Creative Officer at Ogilvy & Mather Paris. “It's a film that I think stands out from the rest, and builds beautifully on the DNA of this brilliant brand.”
The spot was directed by Gang Films’ Johnny Green – chosen for his photography, cinematic and post-production skills. His experience in set design and “Bring it to Life” Guinness spot made him Ogilvy’s choice for the spot and the attention needed to fine details.
The spot was shot on Barcelona’s harbour. None of the scenes were shot in a real boat, rather one was recreated digitally in the studio with Green working on a lot of the details. Post-production was carried out by Digital District, Paris.
“We wanted the harbour and the city to look like a French harbour, like Marseille,” says Ogilvy & Mather Paris.
“The biggest challenge was to recreate the interior of a boat in order to put the viewer into the real ambiance of a sailor.
“The post production was also one of the main parts of the commercial because when you have a boat breaking the concrete of a city it has to feel real in order for the audience to focus on the story and not on the post-production. There's nothing worse than a movie where you're just asking yourself "Is it real? It feels fake" instead of focusing on the story itself.”
Video: Jean Paul Gaultier's Classique/Le Male "On the Docks" by Ogilvy & Mather, Paris
Discover the finest campaigns from print, TV and digital: Subscribe now