Zach LaVine signature fragrance ad raises so many questions
Chicago Bulls point guard Zach LaVine has his own signature fragrance and the commercial for the cologne will leave you thinking two words: “wait, what?”
According to a press release from Hawthorne, the fragrance brand LaVine collaborated with on the fragrance, the Olivier Gillotin creation is now available exclusively on Hawthorne’s web site. As part of the product’s launch, Hawthorne created a video entitled “Note To Self” that is sure to create intrigue.
‘Note to Self’ – Hawthorne For Zach LaVine from Hawthorne on Vimeo.
The video starts out as you might expect, with the sound of a basketball bouncing and some intro text. That’s when the expected takes a sharp turn into crazy town.
LaVine is then depicted entering what looks like his neighbor’s garage and taking a seat at what appears to be a ping pong table they lost the net to. He then takes out a piece of paper to supposedly write this note, which actually appears to be the new patient questionnaire at a dentist’s office.
All of a sudden the garage goes dark and someone lights a candle, which results in LaVine being shrunk and confined in a rectangle that apparently had a basketball conveniently awaiting him. Whether or not it’s the same basketball that was heard bouncing at the beginning of this video that is for some reason two minutes long is unclear.
A voice-over by Gillotin attributing some perhaps desirable personality aspects to some male individual, it isn’t certain who, follows. It’s scientifically impossible for fires not to flicker despite what Gillotin claims, but reason isn’t exactly the rule of the day in this ad. LaVine has then been freed from his confinement and is tired from all the dribbling so whoever lit the match, maybe Gillotin, gets him a stool.
The rest of the ad is filled with LaVine dribbling wearing an outfit that makes about as much sense as the rest of this ad, what appears to be the remains of a blood orange splattered against a piece of plexiglass and LaVine coating his hair in the fragrance. If none of that made any sense, congratulations, you’re sane.
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For LaVine’s interest, it’s easy to hope that this fragrance is successful. If the campaign video is any indication, however, that might be a challenge.