Chris Evans emerges in the Gucci Guilty campaign like a true avenger on a loud motorbike, rear wheel aflame, with shards of glass sent flying by the force. As Frida Giannini and Frank Miller assert, Gucci is about making an entrance.
It’s a stroke of genius, Giannini asking Frank Miller to direct the film for Gucci’s latest and most slick fragrance to date, Gucci Guilty Pour Homme (sister Gucci Guilty For Her). Miller, director of Sin City and The Dark Knight Strikes Again, is one of the most original directors of our generation, translating the dark graphic novel aesthetic onto the big screen. His use of animation, graphics and saturated colour are all put to fantastical effect in the campaign, fronted by comic hero actor of the moment Chris Evans, and platinum beauty Evan Rachel Wood. The campaign was storyboarded by Miller and tells a simple tale of seduction, ending in a very sexual, guilt-free romp between the two leads. As always with Gucci, the campaign screams SEX, but it smells good! Like orange blossom, Italian lemon, cedar and sandalwood in fact.
Playing the alpha male role with as much ease as a real-life alpha male (he is), Chris is as American as hot dogs and the Statue of Liberty. A family man with an American bulldog, dropping phrases like “it was a homerun across the board” when i-D Online interviewed him about the campaign, Chris sweetly says his guilty pleasure is “candy and ice-cream”. And butter wouldn’t melt! The perfect candidate to fly the U.S flag, Chris will be doing just that in his larger than life role as Captain America in the film released later this year. i-D Online enjoyed an afternoon at Browns hotel learning the art of olfaction and chatting with Chris about Gucci suits, stunts and on screen chemistry.
Gucci Guilty Pour Homme is available from gucci.com