This is the second time in the history of Lux where it has managed to rope in a male celebrity to endorse it products. The first celebrity being Shah Rukh Khan and now its none other than Abhishek Bacchan.. The latest Lux ad features the Abhi-Ash combo. This is the first time that a high profile celebrity couple is endorsing the brand.
For the longest time Lux has positioned itself as the beauty bar meant for film stars and has continued to stick to it’s tried and tested celebrity formula.
Directed by Stephen Mead of Short Films a London based production house, the opening shot of the commercial is Aishwarya indulged in a luxurious bath with Lux intending to surprise her husband Abhishek. When Abhishek returns home from work she blindfolds him and then they indulge into a playful yet sensual game of ‘Catch me if you can’ in which he has to trace her by her new found fragrance. Abhishek fails to catch her because of her smooth skin, but alas when he thinks he has her, he removes the blindfold only to find himself hugging his maid as Ash laughs it off. The music composed by the famous trio Shankar, Ehsaan and Loy gives the film a sufi-esque feel.
In the words of Tista Sen, senior vice-president and executive creative director, JWT India, “Lux has changed its formulation, upping the fragrance quotient and beauty oils, which give a glow to one’s skin. Therefore, the communication had to have touch, skin and intimacy cues.”
The crux of the ad is that Lux makes your skin so smooth that if anyone tries to reach out and touch a Lux user she’ll just slip away.