Bulgari will feature a model for the first time in a campaign that touts the jewelry maker's new "Lucea" jewelry line.
Five print ads by Ogilvy & Mather in Milan, Italy, are breaking globally in October books in countries that include Italy, Germany, France and Japan. Only one of the ads will appear in the U.S., in October issues of magazines such as In Style, W, Town & Country, Condé Nast Traveler and House & Garden.
The work features Brazilian super model Gisèle Bündchen sporting the line's necklaces, earrings and bracelets [detail above], and was shot by fashion photographer Fabrizio Ferri in a Milan studio lit by candles. All the ads show Bündchen appearing against a black background. In the execution running in the U.S., she wears a necklace and a black dress and stretches her hands behind her head.
The new tagline is, "Lucea—Jewelry in a new light."
Ogilvy and Ferri also created a two-minute video featuring Bündchen that will run in Bulgari stores worldwide during the last three months of the year. In the video, Bündchen dances solo, wearing the jewelry and surrounded by hundreds of candles. Ferri directed the video.
Bulgari has only featured product shots in past advertising. The decision to use a model was an effort to reach out further to the company's target market of women.
"We wanted to project an image that would be consistent with the collection and that would relate to today's modern woman," said Bulgari CEO Fran cesco Trapani.
Ogilvy in Milan could not be reached for comment.
Bulgari's last campaign, which broke in February of this year, featured shots of its "Logomania" line of accessories, which Ferri also photographed.
The budget was undisclosed, but Bulgari spent nearly $5 million last year on U.S. advertising, according to CMR, and about $3 million in the first five months of 2001 in the U.S.
Founded in 1884, Bulgari has about 100 stores in 30 countries. Ogilvy in Milan, part of Ogilvy & Mather Worldwide, has handled the Bulgari account since 1984. Ogilvy is owned by the WPP Group in London.