Hasta La Creative!

Hermione Granger, sorry, Emma Watson – the eighteen year old starlet has been signed as the new face of the Chanel fragrance Coco Mademoiselle. Did the 23 year old Keira Knightley get too old for Coco? Perhaps, her contract ends this summer but Brandrepublic says “Knightley will be given a new role at Chanel when Watson takes over.” Oooh, maybe she’ll do Allure or Chance ads?
Making Emma Watson fit to be a Chanel icon has been in the works for some time already, and the stylish image on the left is from In Style magazine where Emma looks more lady than teen.:

“Chanel have been dressing Emma for film premieres and parties in recent months to integrate her into the brand”

The previous Coco girl was Kate Moss, who was replaced by Keira in 2007.

Just last month it was reported that Audrey Tautou, star of ‘Amelie’ and ‘The Da Vinci Code’, has been signed up to appear in the next Chanel No 5 perfume ad, due to air in 2009 – which makes total sense since she plays Chanel herself in the movie “Coco Before Chanel”, directed by Anne Fontain. Expect big bucks four minute short film style advertising when that one comes out.

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Christian Aid has launched a sub-brand to combat youth apathy over global issues.

Remember when we mentioned that Doritos was planning to broadcast a commercial created by an ordinary British consumer into outer space? Well, apparently they did it on Friday. According to reports, the ad, directed by 25-year-old Matt Bowron, was “being pulsed over a 6-hour period from the radars of the EISCAT European space station in the Arctic Circle.” That’s the ad above, and it pretty much tells whatever intelligent life exists among the stars that Earth is a cartoonish pit of crass commercialism and barbaric ritual sacrifice. Nail on the head, really.

—Posted by David Kiefaber

Isn’t Gen Y a bit young to be in the market for anti-aging cosmeceuticals? No, apparently we’re not. Despite Dove’s “Campaign for Real Beauty” and the general spread of feminist ideas, women are buying anti-aging products at younger and younger ages. For this, we can partly thank the Sex and the City empire—a show (and now movie) lauded for pressing the feminist perspective with respect to sex, but whose characters can’t get by without the latest beauty and fashion products. Which brings us to the fantastic decision by Garnier to use Sarah Jessica Parker in its anti-aging commercials. Who better than someone with feminist cred to sell manufactured youth—even to Gen Y, since we’re evidently in the market for it? “But SJP is in her 40s!” you say. “How can she appeal to Gen Y?” If you haven’t noticed, Sex and the City is hugely popular among younger women. And let’s just say, this twentysomething now owns some Garnier Ultra Lift Deep Wrinkle cream.

—Posted by Rebecca Cullers

If you liked that cool World Wildlife Fund paper towel dispenser, you’ll love these three new ambient-advertising pieces for the Natural Resources Defense Council, featured on Ads of the World. Sure, each one uses a gimmick—color-changing coffee cups, a world map on a water cooler, and a bus hut sign that collects rainwater. But even though these tricks have likely been tried before, you have to give credit to Miami Ad School in Brazil for some clever and consistent work.

—Posted by David Griner

The U.S. Army plans to open high-tech experiential recruitment centers beginning with a pilot program at an undisclosed site in August. Per Brandweek, “It will consist of three large simulators with full-scale mock-ups of Army equipment and wrap-around 270-degree video screens.” Apache, Black Hawk and HMMWV simulators will allow prospective enlistees to experience those weapons systems. Apple’s retail outlets apparently inspired the idea. Of course, buying a Mac won’t kill you, unless it has one of those wonky batteries that sometimes catch on fire. (Or is that Dell?) Signing up for a hitch in the military, however, especially with a war on, can carry rather more serious possible consequences. I’d suggest firing at the high-school geeks during the simulations. If they see the virtual missions through, they’re way beyond “Army strong” and merit full commissions. In the Marines.

—Posted by David Gianatasio

HO CHI MINH CITY – GroupM is expected to acquire a minority stake in Vietnam’s largest advertising agency, Vietnam Advertising Company (VAC).

LONDON – Lloyds TSB is launching a new magazine for its Wealth Planning and Private Banking customers.

LONDON – ITV has hired management consultants Boston Consulting Group to find cost savings and operational improvements at its commercial and global content division, according to reports.

LONDON – Emma Watson, the actress who plays Hermione Granger in the ‘Harry Potter’ films, is to replace Keira Knightley as the face of the Chanel fragrance Coco Mademoiselle in a contract worth £3m.