TV ad: Playboy: Press to play

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Top 6: May 16th 2012

DDB Paris launches its first film for Playboy Fragrances. A mix of surreal comedy and seduction directed by the Perlorian Brothers. Last October, DDB Paris won the competitive pitch for Playboy Fragrances' international communication. Playboy will be communicating internationally with creations signed by DDB Paris for the launch of its range of shower gels, body sprays and, later this summer, fragrances.

The brand signature 'Press to Play' remains the same; however DDB has given it a new dimension by putting it at the center of the creative concept and using it with humor, for a very competitive market in this sector.

"With this first campaign, we wanted to pay homage to the Playboy brand and its founder through a subtle mix of humor and elegance," explained the DDB creatives. "As for the new dimension created by the signature, this is based on a simple idea: there exists a multitude of buttons for us to have fun with in our daily lives, but seduction remains a game… and in order to win, you have to start by playing."