Kate Moss in Rimmel London ad

Marketing, 04 September 2003, 12:00AM

Supermodel Kate Moss creates chaos in a palace in a 30-second spot for Rimmel London, breaking tomorrow (Friday). The ad, created by Label, the fashion and lifestyle division of J Walter Thompson, promotes the launch of Rimmel's Extreme Definition comb mascara. By showing Moss tearing down curtains, spraying champagne and swinging from a chandelier, the spot conveys the edgy, rebellious identity of the brand and the product. Coty will use the campaign to launch Extreme Definition globally and reinforce Rimmel's UK position as the leading colour cosmetics brand. Interactive work on Sky will support the campaign, in addition to print ads in women's mags and the style press. Media planning and buying is by OMD UK.

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