A Short Film by Ogilvy & Mather South Africa for Etat Libre d’Orange “Panties And Perfume”

panty etat libre d'orange vimeo

Expect the unexpected from Etat Libre D’Orange, one of the few Fragrance Houses, where there are no taboos.  Ogilvy & Mather-South Africa  produced a “cheeky” film, just for fun, that captures the "Oh So French" sexy, outrageous  and anything goes spirit of Etat Libre d'Orange. It will be shown at the Cannes Advertising Awards. Etat Libre D'Orange did not pay for this film nor is it an ad (the Free State of Orange is a reference to brand owner Etienne de Swardt who is South African by birth).

In the words of Etienne de Swardt, Creative Director of Etat Libre d'Orange: “Let’s rock and roll and GO. ELO is still a land of creative freedom and once again we prove it with this film. ELO is and will stay the most Avant Garde perfume brand, "LA FEMME EST L'AVENIR DE L'HOMME"  (The Woman is the Future of the Man), an exercise in style delicate and naughty with perfumes and panties".

Ooh La La…We love it, how about you?

Michelyn Camen, Editor in Chief

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11 comments

  • It is 2013. The internet has been around since 1995-ish, or about 20 years. If ELO were truly operating from the land of creative freedom then surely their advertising would look more unique than every panty-focused (as opposed to bra-focused) Victoria’s Secret ad I’ve seen in my life, yes?

    “Sex sells” is the oldest cliche in marketing, which is fine with me because it seems to work pretty darn well. All I ask is that montages of women’s crotches not be hailed some kind of taboo-breaking act of rebellion.

  • LiaSalis-They did not pay for this film. IT IS NOT AN AD It was pro bono demonstration of creativity. Ogilvy did it because they love the brand. So there is nothing to sell here

  • I respectfully disagree that nothing is being sold here regardless of whether the ad was paid for or is the ad agency’s goodwill freebie.

  • Fazal Cheema says:

    i seem to agree with LiaSalis that it comes as a marketing for the product though the marketer is a fan here rather than the brand itself

  • How inventive and out of the box marketing, perfumes panties. What a way to promote a brand. Very creative, love it. Can they bring that to America?

  • Pearl Fingering says:

    It smells better than Victoria’s Secret, and I don’t remember anyone sniffing the panties in their commercials. Very cute, Ogilvy and ELDO!

  • Smell the leather or is it smell the panties! lol Au natural is still best when it comes (no pun intended) to these matters! I see London, I see France…