NEW YORK, Aug. 21, 2013 — Blackglama is pleased to unveil its newest advertising campaign, evolving from celebrities toward fashion.
Since the campaign’s inception four decades ago, Blackglama has featured some of the world’s most acclaimed entertainers, including Sophia Loren, Diana Ross, Audrey Hepburn, Lauren Bacall, Marlene Dietrich, Elizabeth Taylor, Lena Horne, Liza Minnelli, and Janet Jackson.
The new campaign features American supermodel Carolyn Murphy. “Just as Carolyn embodies timeless American glamour, Blackglama exemplifies luxury,” says Joe Morelli, CEO of Blackglama.
Murphy is the epitome of luxury and glamour in the Fall 2013 campaign. Photographer Rocco Laspata captures Carolyn in a dramatic visual tableau blanketed in snow, created by set and production designer Mary Howard at Pier 59 Studios. The Academy Award-winning Snow Business, the team behind films including Pirates of the Caribbean and Gladiator, executed the special winter effects.
The newest iteration of the campaign, conceived under the creative direction of New York-based advertising and branding agency Laspata DeCaro, also incorporates an important logo change. Blackglama and the “What Becomes a Legend Most” (minus the question mark) tagline are now connected as one. The revision positions the Blackglama brand as the “Legend.”
Beginning in September, the ads will run in national print outlets, including Vanity Fair, Vogue, W, Harper’s Bazaar, andWomen’s Wear Daily; international print, including Vanity Fair, Vogue, Elle, InStyle, Harper’s Bazaar, and Tatler in Italy, France,Japan, Russia, China, and Korea; outdoors, including a billboard in Times Square in New York City; and online, including Style.com and WWD.com.
A behind-the-scenes video documenting the making of the ad campaign will live on Blackglama’s official website.
A 30-second broadcast spot was produced for international placement