This is Demi Moore spokes-modelling the new Helena Rubinstein juice: All You’ve Ever Wanted. I did not know the brand still existed. Helena Rubinstein herself was a stupendously hard-working, perpetually self-reinventive and wealthy Capricorn. She is probably organising the brand rejuvenation strategy from heaven. Seriously. Caps don’t stop working.
But this ad? Leaving aside the plastic texture of the skin (reminds me of that Libran Fembot from the other day) she looks like she is just eyeing up the target she is going to bash with that bottle. And what…she is sitting on the sofa and the Ashton-clone is hanging from the roof a la BAT? Is this a Twilight reference? Bit dated now, surely? And I am pro-Demi but I don’t like her in this.
See also the analysis of the shocker of the scent ad from the otherwise studly and talented Matthew McConaughey: “He looks constipated and up himself” is not a good brand association, no?
Compare Matthew’s shill for Dolce & Gabbana with this one and one has to come to the conclusion that Scorpio celebrities cannot do good perfume ads.
And the concept behind “All You’ve Ever Wanted” being contained in a bottle? Focus Group infinity with Demi picked to front as young hubby, sane & healthy kids, $$$, long hair, brilliant skin, pleasant relationship with ex-hubby, tight abs and a million followers on Twitter symbolic of all anyone wants – yes?
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