Yesterday Calvin Klein released an ad for their newest fragrance, Downtown. The ad takes form of a short film starring Rooney Mara. Following what appears to be the day in the life of a model or actress (possibly Mara’s?), the minute long film allows you to get lost in the story line instead of being aware that it’s an ad. The video debuted on Calvin Klein’s youtube account yesterday and we’re already excited to see the product on a TV screen.
Rooney Mara, the star of The Girl With the Dragon Tattoo, while we can’t deny she looks incredible (and super-cute), the fragrance sounds like any other scent. It’s described to be “sophisticated and extremely feminine yet has a confident edge. A signature classic for a real woman, sophisticated, distinct & unique… with attitude.” Groundbreaking.
“Introducing DOWNTOWN, a new fragrance by Calvin Klein. Starring Rooney Mara and directed by David Fincher. Music: “Runaway” by the Yeah Yeah Yeahs.”
All in all, we’re fans… but we think the final voice over was a little weak, and the color highlight on the bottle is tacky and has never ever been done before, sorry Calvin.