Itâ€™s the little things, right? Stolen moments of calm, breathtaking sunsets, the simple pleasures in life that make it worth livingâ€¦at least thatâ€™s what Estee Lauderâ€™s banking on. In a one-two punch of clichÃ© advertising, theyâ€™ve named the ever luminous Gwyneth Paltrow as the face of the Lauder fragrance Pleasures. Beautiful stars representing cosmetics companies is the standard du jour. The clichÃ© bit? A beautiful star + a field of wildflowers + a couple of puppies = a surefire tug-at-the-sentimental-heartstrings ad strategy. The only thing theyâ€™re missing is pleasantly plump infants gurgling and a Brawny man to clean up after them.
The spot, shot by Lance Accord (Adaptation, Lost in Translation) in September, features Paltrow lounging in an East Hampton field, literally glowing in the late afternoon sun. She is surrounded by white Lab puppies and pink wildflowers. Mellow classical music plays. Paltrowâ€™s tranquil voice extols the virtues of simple, private moments. In fact, so simple and private is the angle of the campaign that it will drop during the broadcast of the Macy’s Thanksgiving Day Parade, which is estimated to have an audience of more than 33 million. What Estee Lauder is keeping private is the cost of their advertising but itâ€™s estimated somewhere upwards of $9 million on television alone. But this is not without merit, itâ€™s Pleasures 10th anniversary and the brand ranks in the top 5 in the U.S. That is no small feat in the fragrance world. Find out for yourself at Nordstrom.com.