Cult male fragrance Acqua di Giò is unleashing its newest campaign, and the anticipation surrounding it is a testament to the product’s popularity almost 20 years after it was first launched by Giorgio Armani. American model Jason Morgan will become the fourth face of Acqua di Giò, and was personally chosen by Armani for the role. The campaign has been shot by Matthew Brookes.
“The models I choose must have a physicality that reflects a specific personality. It’s a very complex task, because these qualities — universal beauty, powerful strength and individual personality — are difficult to combine, especially in the way I want them to be,” Armani explained. “Over the years I have always attempted to represent a male figure capable of revealing the most genuine, immediate side of his personality, I might even say the most sensual side, but with the naturalness that comes from being yourself at all times.”
The campaign will take on two forms to show off the product in its various permutations – sea views and volcanic cliffs both make appearances. The video campaigns were shot in Sardinia and London and reflect the brand’s innovation with more high-tech elements than ever before.
The fragrance is a staple of the Giorgio Armani brand, accounting for 30% of total Armani perfume sales and being distributed around the world in the tens of thousands. The product is also connected to a charity program that makes water accessible in poverty-stricken regions of the world. To date, Armani’s Acqua for Life initiative has helped produce 230 million litres of clean water with Green Cross International.
With an iconic brand, cult product and two highly creative campaigns resting firmly on his shoulders, we believe Jason is up for the task. Giorgio Armani is a fairly solid reference,
The campaign will launch globally in February while the newest variation of the original Acqua di Giò will be available in Australia later this year.
Click here for Styleicons|TV.