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BizReport : Advertising archives : November 27, 2006

H&M´s New Ad with Emanuelle Béart Too Sexy for Swedes

H&M is launching a new lingerie campaign across 24 countries. Billboards are portraying a French actress Emanuelle Béart, known from Mission Impossible, reclining on a bed in her underwear. The ad is calling on viewers to see the “full story tonight”. The full story can be seen either on TV or online.

by Sasha Puhova

The campaign has already gathered controversy, mainly in the clothes giant’s homeland – Sweden, as it was launched there earlier on. The most outspoken is a member of Swedish parliament, a leader of a feminist organization, Gudrun Schyman, who happens to be a shareholder in Hennes & Mauritz. She calls the online movie porn in light edition, claiming that “the company would gain much more respect, if it didn’t get involved with this type of advertising. It is not coincidental that the firm comes in focus with this kind of pornification.”

emmanuelle beart for H&M

Having a history of models undressing annually before Christmas, the company decided to put this type of promotion on hold within the last two years. H&M´s spokeswoman in Sweden, Jenni Tapper-Hoël, says this was done to turn the focus away from the models to the clothes.

This year, though, Hennes & Mauritz decided to resume this type of marketing due to the growing aggressiveness of company’s competitors. H&M´s Chief Marketing Officer Jörgen Andersson admitted to the Swedish newspaper DN, “The underwear campaigns have a significant effect on sales. These are the naked facts.”

It seems like the Swedish feminist hasn’t seen many porn movies, if any at all. The ad is very tastefully done, where the 43-year old French seductress is seen walking around in her robe, then slipping it off to reveal H&M`s perfectly civilised lingerie.

The previous models for H&M included Claudia Schiffer, Kylie Minogue, Kate Moss, Sophie Dahl, Amber Valetta, Naomi Campbell, Anna Nicole Smith, Bridget Fonda, Izabella Scorupco, Angie Everhart, Bridget Hall, Daniella Pestova and now Madonna.

Click here, to see the online video.

Tags: erotic, hennes & mauritz, online video, pornography

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