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Cool Water Reborn by Davidoff: Reborn
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Cool Water Reborn by Davidoff is evoking the provocative late '90s style of fragrance advertising with a campaign aimed at a new generation of fragrance users - the story of a man rising from the ocean, renewed. The campaign for Davidoff's new eau de toilette Cool Water Reborn was developed by Select World, the same agency responsible for Cool Water's trailblazing launch campaign a quarter-century ago. It was produced by Iconoclast, Germany and directed by Matt Lambert, who is best known for his intimate and often queer-driven storytelling and image making. The goal was to evoke the distinctive tone and style of the brand’s legacy, while simultaneously pushing it forward into a new realm. The new concept recaptures the brand’s iconic status by creating new relevance for today: two years of living through the pandemic left men looking for more meaning in their life. They are keen to reconnect with nature to reinvent themselves. The film opens on a striking visual of a man suspended underwater, bathed in a blue hue in a womb-like image. An underwater soundscape evokes the feeling of a siren call in the distance, suspending time and moving it closer to experimental art film than a classic fragrance spot.
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