The Classic Cool Water Ads Are Reborn in a New Campaign by Original Agency, Select World

A '90s ad staple gets new life in Germany

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Davidoff’s 1988 Cool Water fragrance for men first became ubiquitous thanks in part to its sensual advertising. Through later celebrity cameos like Josh Holloway and the late Paul Walker, the Cool Water name also became engrained with pop culture and modern masculinity.

Select World, the same agency responsible for the brand’s original launch campaign, is helming its revival by tapping director Matt Lambert for a “Cool Water Reborn” brand video.

“The secret of Davidoff Cool Water’s iconic status has been its amazingly bold consistency—reinventing itself for 25 years, always expressing the zeitgeist in fragrance,” Select World CEO and founder Herwig Preis said in a statement.

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