Film Star Tippi Hedren Plays a Majestic Fortune Teller in Gucci’s New Ad Campaign

The spot showcases the brand's latest timepiece collection

Gucci tapped the 88-year-old actress for its new jewelry and timepiece campaign. Gucci
Headshot of Katie Richards

Tippi Hedren is back! Not that she ever went away since her days as an actress in Marnie and The Birds, but her most recent work is as the star in Gucci’s advertising campaign for its new line of timepieces and jewelry.

In the 90-second film Hedren, 88, plays a wise, well-dressed fortune teller that two women happen upon one evening. The whole vibe of the ad is a little spooky and mysterious, but also fun and full of color. The film opens on a close shot of Hedren’s eyes, ready to see what shiny, sparkling truth lies ahead.

Overall the work is pretty typical for a fashion film, but the inclusion of Hedren is a nice touch.

It’s not as common to see women over 35 featured in these types of campaigns, but beginning in 2015 a host of brands including Céline and Saint Laurent opted to work with older women for a change.

More recently CoverGirl added Maye Musk to its roster of brand ambassadors, showing that the formerly wild idea that brands should be casting women of all ages and sizes in their marketing campaigns is good for business.

There are a series of photographs and stills from the campaign as well, shot by Colin Dodgson.


@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.