YSL’s new Kate Moss perfume ad in cinemas

Yves Saint Laurent will promote new fragrance Parisienne with a regional cinema campaign targeting female audiences and featuring Kate Moss.

The ads will air before the road movie Away We Go, The Soloist starring Robert Downey Jr and Jamie Foxx and Jennifer Aniston’s latest release Love Happens.

The Parisienne regional activity will run for two weeks across 1,200 screens in South London, Midlands, Lancashire, North East England and Central Scotland.

The 60 second advertisement feature Moss dressed in an Yves Saint Laurent leather basque, pencil skirt and a ‘Le Smoking’ smoking jacket. She is shown fantasising in the back of a taxi with a pink rose before the scene cuts to a sensual scene of her surrounded by pink roses with a mystery man. The ad is soundtracked by Depeche Mode’s “I Feel You”.

Media planning and buying was handled by Zenith.

An Yves Saint Laurent spokesperson says: “We wanted to support our stunning new creative visual for Parisienne in cinemas. And with so many upcoming films in the next month set to draw in predominantly female audiences, it is a great chance for us to feature the launch of our new perfume.”

Anna Cremin, Cinema Advertising Association spokesperson says: “Cinema advertising provides the perfect way for prestige brands such as Yves Saint Laurent to achieve real impact with female audiences.”

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